WAIR is an early stage start-up with the mission to give textile waste a second chance by transforming it into upcycled shoes.

Thereby, we can provide the fashionable and environmentally conscious consumer with a sustainable alternative to the conventional shoe brands - that lives up to their expectations of style and price. By upcycling textile waste, we are also addressing the environmental problem that the massive resource usage and textile waste generation in the fashion industry represents.

The Challenge

The next big step for WAIR is to develop a cohesive branding strategy, which would allow us to effectively communicate with our potential customers and other stakeholders.

How do we make upcycling of textile waste cool? How do we explain what we are doing in a way that people instantly understand and connects with our idea?

We are looking for ideas on all aspects of a branding strategy: storytelling message, visuals, which channels to use, potential partnerships etc.

Impact Potential

Engaging and connecting with our stakeholders, would ultimately result in WAIR being able to:

  • Divert valuable textiles from low quality applications such as landfills and incinerators

  • Create awareness about the textile waste issue and the possibilities of upcycling

  • Contribute towards a circular fashion industry, where textiles are always recirculated - never ending up as waste