WORON is the name of the new indispensable underwear brand that has its core in the ‘slow fashion’ movement. The brand focuses on creating a timeless design that fits both your body and your sense of style season after season. The sisters Anya & Arina Woron are the founders of this new brand that is based in Copenhagen, Denmark.
Based on their own needs, they have created a collection that is the first thing you want to put on in the morning and the last thing you wish to take off in the evening. The Woron sisters are strongly committed to sustainability and are environmentally conscious from the design, to the materials and to the handling of each product.
We had a chat with them to find out more.
Tell us about your brand WORON
Feminine shape with comfort in focus, and sustainability with style!
This is our motto. In our debut collection, ‘The Base Collection’ femininity, simplicity and the Scandinavian look shines through. The collection includes soft-bras for everyday use and workout/yoga, panties, bodysuits and tops: and it is filled with sexy, confident and modern designs, with a strong attention to detail and fitting.
Can you give us a sneak peek into what you’re working on for 2016?
We don’t want to reveal too much at this stage, but we can say that we, in addition to further expanding our ‘Base Collection’, are working on new styles that will have more edge and detail; pieces that will still have their root in our interpretation of the essential favorites.
What is the key purpose you hope to achieve through WORON?
We believe we all want to sustain that which is good, which we love and when its time has run out, we want to give it a good passing. And it’s like this, whether it be people, animals or small things such as fashion lingerie. So we wish to transfer the ‘sustain’ in sustainability to our brand and product because we love it.
What made you go down this path?
Besides wearing the most comfortable bras ever? 😉 It all began with the strong desire to share our take on the perfect lingerie line.
We realized that the first thing we took off when we got home in the afternoon was always the bra; lowering the straps, un-hooking at the back and then followed by an “ahhhh…” of relief.
Our aim is to create the lingerie that will be the first thing you want to put on and the last thing you take off! Comfort without sacrificing feminine shaping, fashion & style – and style without sacrificing sustainability.
Main source of inspiration?
How do we find our chi: Even though we spend almost every waking hour together, being both sisters and business partners, we still rush to the studio every morning, eager to share all the new thoughts and ideas that a good nights sleep has manufactured.
What keeps us going: Well, we basically get to actualize our dreams through WORON, as cliché as that may sound. Both of us have always wished to go independent and only to have ourselves to answer to; to have the freedom to play with new ideas, try different ways of doing things, discovering new places one can go with ones imagination. It’s truly a joy ride to be able to put a product one loves out into the world and having a clean conscience while doing so.
And the more tangible inspiration in relation to our designs: Our inspiration comes from our 3 keywords: Sustainable Fashion Essentials. This is the essence that we kept coming back to when we were still in the planning stages and brainstorming our ideas for our brand. We have a very minimalistic Scandinavian approach and what we find fascinating, is that something so simple and clean can be so attractive. This is also the message that we want to get across, that less definitely can be more.
What actions do you take in your daily life to lead a more sustainable lifestyle?
Reduce, reuse & recycle. We do our best to incorporate all three aspects in our daily rutines whenever these actions are possible and suitable to do.
What are some of your favourite brands in the sustainability community?
Community: Sustainably Chic, ETH-ICS.
Who do you think are the top influencers in the sustainability community?
Charline Skovgaard– Avid supporter of everything sustainable and especially strong in uniting various sustainable communities to create a strong and visible change together.
Images Courtesy of Woron