What is YAWUW?
YAWUW stands for YOU ARE WHAT U WEAR. It’s more than just a brand—it’s a movement dedicated to making a positive impact on the environment while helping people lead sustainable lifestyles. Every product from YAWUW is ethically produced, certified, and crafted from 100% recycled or organic materials. Founded in 2021 by award-winning Irish designer Angela O’Donnell, YAWUW was born out of a deep concern for the future, especially for the world her daughter will grow up in.
Main Benefits of YAWUW’s Approach
YAWUW isn’t just about looking good—it’s about doing good. Here are some key facts that highlight its impact:
- All products are made from recycled ocean plastic waste, recycled wool, or organic textiles.
- 100% ethically produced, ensuring fair labor practices throughout the supply chain.
- Founded by Angela O’Donnell, a designer known for high-end luxury collections, bringing that same attention to detail to sustainable fashion.
- Combines luxury ready-to-wear with high-tech performance and casual activewear.
- Committed to ending fast fashion and promoting a sustainable lifestyle.
The Inspiration Behind YAWUW
Angela O’Donnell’s journey to creating YAWUW started with a simple, yet powerful question: “What will the world look like when my daughter grows up?” Becoming a parent shifted her perspective, making the climate crisis feel personal and urgent. Recognizing the fashion industry as one of the biggest contributors to environmental damage, she decided to use her skills to make a difference. This personal mission fuels every collection and design.
Design Philosophy and Innovation
YAWUW merges luxury with sustainability in a way that’s rarely seen. Angela brought her expertise in high-end fashion to create pieces that don’t just look good but perform well too. The brand’s collections blend luxury ready-to-wear with casual activewear, all made from innovative materials like recycled ocean plastics and organic fibers. It’s fashion that feels good on the skin and on the conscience.
Commitment to Ethical Production
Ethics are at the core of YAWUW’s operations. Every step of the production process is carefully monitored to ensure fair labor practices and environmental responsibility. From sourcing recycled materials to manufacturing, the brand maintains transparency and accountability. This commitment ensures that customers can trust the story behind every garment they wear.
YAWUW’s Impact on Sustainable Development Goals
- SDG 12: Responsible Consumption and Production
- SDG 13: Climate Action
- SDG 14: Life Below Water (through use of recycled ocean plastics)
- SDG 8: Decent Work and Economic Growth (ethical production)
- SDG 15: Life on Land (organic materials supporting biodiversity)
Join the Movement
YAWUW invites everyone to be part of a bigger story—one that challenges fast fashion and embraces sustainability without sacrificing style. It’s about making choices that matter, for the planet and for future generations. Because at the end of the day, you really are what you wear…
