If you’ve ever tried to buy “ethical clothing” and ended up with something that looks like it belongs in a school play about trees, WAWWA is your antidote. The Manchester-based label has been quietly building a cult following by doing the sustainability thing properly—but without forcing you into a scratchy hemp poncho in the process.
Everything they make comes out of their own micro-factory, where workers are actually paid a real living wage (wild concept, apparently). They use vegan, organic, and recycled materials, and they only produce items on a pre-order basis. Translation: no landfill mountains, no mystery warehouses full of unsold merch, no greenwashed nonsense. Just solid, utilitarian basics built to survive years of wear and at least three different identity crises.
The UK throws away about £140 million in clothes every year, so WAWWA’s approach feels almost radical in comparison. Their pieces look clean, unfussy, and built for Manchester weather—which is to say: sturdy enough to take a beating and still look good. It’s sustainable fashion for people who don’t want to look like they’re about to lead a meditation retreat.
If you’re trying to buy something this Christmas that won’t get you roasted by your eco-conscious mate—and won’t immediately fall apart—WAWWA is probably your safest bet. It’s sustainable, ethical, actually stylish, and most importantly it looks the part. Top notch.
words Al Woods
