OUR STORY

Our vision is to transform this industry. Not just for a moment, a campaign, a product, a collection-- it's for the future and the world we share.

It's in the little things, everyday in, everyday out, every action, and every choice. Imperfect but integral. Small but mighty. To some it may be unnoticeable but to others it may mean the world.

Whakatō is a values driven fashion business demonstrating how fashion should be part of an economy today. Our mission is three-fold:

• Develop deeply considered products within planetary boundaries that also uplift and respect each person in the supply chain.
• Create simple, accessible and positive solutions for our customers across products, education and ideas.
• Advocate for change and collaborate across industries to turn ideas into action via shared systems.

🪴 With new fibers, the problem isn’t the science, it’s convincing people that there’s a healthy demand for alternatives—and making sure there are zero compromises in performance. The industry has had a mental block, a stigma around these alternatives, and so for a long time, we didn’t even try.

🪴 Emotional bonds are an opportunity to increase the product lifespan.

🪴 At present, looking at textile waste, we know falling in love with a garment is happening as quickly as falling out of it. We need to adapt to wearer's changing needs either in fit, size, or style.

🪴 We keep garments longer in active use not because we want to increase durability but because we perceive them as 'fit' for our lives.

🪴 Durability -> side effect -> continuous engagement

🪴 Can/should slow fashion be a status symbol?

🪴 Every thread, every fiber, and every button is accounted for because we have nothing to hide. We work keenly to ensure that every step of the journey is as thoughtful and sustainable as possible.

🪴 From inception, we only design clothes that will safely biodegrade or that can be recycled at the end of their life.

🪴 We seek suppliers and partners who share our values and keep researching innovative raw materials to use. Not only do we reveal our entire supply chain from fiber to finish, but we also help customers extend the life of their clothes via educatory steps to care for and repair garments.

🪴 The idea that the way we create and consume is fundamentally flawed and that there is a better way is exactly why Whakato exists. We will not create any product that doesn't have a clear life trajectory. Each item we produce must first have a lifecycle assessment to determine its overall impact, and every Whakato piece must be able to be recycled or composted safely back into the earth.

🪴 The only seasons that we work with are- Birth, Life, Afterlife.

🪴 Birth is the beginning of the lifecycle, but it's also the middle and the end, you see nothing is born unless something was first planted, and what is planted cannot thrive without nourishment from what came before.

We encourage you to take time to learn about how the things in your life were made, the craftsmanship, stories, love and passion behind a product as well as beginning to grasp the nuance and implications that each action we take has on both people and planet.

Rather than sweeping you up in the latest trends, why don't you join us in falling in love with the stories of the garments we already have. And when we really do need something new, let's go deep into how and why it came to be. This is what Birth is all about at Whakatō.

🪴 Life is hopeful, practical, it's for you, me, all of us. In the context of Whakato seasons and the Lifecycle of Things, Life might be our favourite season of all. That's because it's where we as individuals can have the greatest environmental impact when it comes to the things we buy and use. We all have the power to cherish what we have for longer and not feed the beast.

For our little brand and the people who make us, it has to be holistic. We can't make, sell and forget. It's our responsibility to show you what goes into making a garment, how you can keep it loved for as long as possible and even what will come of it in the end. It's about honouring the process and the entire lifecycle. It's about getting the fit right for greater physical and emotional durability. It looks like customer centric clothing and customisations to suit your unique body. It's the fact we'd rather mend your clothes for you, show you how to sew a button or provide you with care tips to make your garments feel fresh again than convince you to buy something new prematurely. When you do buy new, it's buying for life, not a season.

🪴 Afterlife is the part of the lifecycle of clothing where things get a bit more technical. It’s where we discuss and share the end of life plan for clothes - after they are no longer able to be worn of course.

Afterlife without Birth or Life would be futile. Recycling (and then final stage composting) should be the absolute last resort for our clothing.

With Whakatō seasons we wanted to recalibrate what a season can mean, shine a light on the cycle of needs over a lifetime and build respectful connections across the value chain - from raw materials, processes, methods, people, skills, care and return to nature.