“Wrad is not a brand,
it’s our call to action”
After we discovered that fashion was the second most polluting industry in the world, we began asking ourselves a few questions – Why is the industry so negatively impactful? Why is it that very few people know about this? And most importantly.. what can WE do about it?
Seeking for ways to turn a global crisis into an opportunity for systemic progress, our co-founders Matteo, Victor and Silvia quit their corporate jobs in fashion in 2015 and launched WRÅD.
At the beginning we were nothing more than an Instagram page and non-profit educational movement focused on raising awareness around the true impact of clothing – but then quickly evolved into a sustainable innovator, with our own synergic R&D program endorsed by Perpetua, and ultimately a brand offering liberating apparel for wrad-minded people like us, to sustain our agenda.
Reckless profit is not the goal – we work holding ourselves accountable to our true purpose: influencing social and environmental change through innovative products in sync with the needs of our planet and people.
And really, we are far from perfect – but that’s a genuine statement.
Thanks for taking the time to read this guys – and reach out if this didn’t bore you and you’d like to know even more. 🙂 Ciao!