Philosophy

Creating the Way….

WAY eco-fashion made its debut in the Spring of 2007 as the combined innovation of fashion designers Yayo Dweidary and his wife Anna Selina Pruefer.

WAY paves the way forward with new visions in contemporary and avant-garde fashion. It’s a clothing line inspired by cutting-edge trends and their merger with the worldwide, holistic lifestyle revolution. It’s the fabric where style and aesthetics meet ethics and sustainability.

WAY is relevant. WAY is in-vogue. WAY is organic and fair. WAY is where creators and consumers, with a passion for design and enjoyment, can share in the graceful blueprint of life. In creativity we are a reflection of infinite possibilities. WAY and its “wearers” are redefining the drive behind fashion. Fashion is an ever-moving, dynamic expression of humanity and all our changes. Why wear fashion? Our aim is to bring a new inspiration into the clothing market, where the “look” of stylish expression, is a window into the love for oneself, and the respect for the environment, with a clear message for its preservation. Organic clothing is like a living, breathing extension of our own skin, reconnecting us with nature. WAY’s trademark organic materials and Tourmaline-infused printing inks ensure that WAY clothing imparts comfort and well-being to the wearer while communicating style to the onlooker. An ethical footprint in production and design is most important to us. We walk our WAY in great respect to nature and humanity. Our goals project ahead to the development of fully sustainable eco-standards within the next five years. We aim to lead the WAY towards green, lifestyle-conscious fashion for the hip, organic and mindful.