What makes a brand sustainable at heart? Joanna, founder of WILDA.ECO, shared with Fashions Finest how her company achieved sustainability.
Recycling, sourcing locally and swapping for eco-friendly packaging are only some of the ways to work toward a sustainable goal. To achieve the highest level of sustainability, fashion designers and companies might need to solve problems in different areas and moments of the business. These challenges can vary in complexity and those on the other side of the shopping window might not be fully aware of the work behind an eco and ethical item.
To have a business example and the full picture of what is behind a brand fully committed to high craftsmanship, ethics and sustainability, the editorial team at Fashions Finest interviewed Joanna Olszewska, the mind behind the slow fashion brand WILDA.ECO.
Q&A With Joanna Olszewska, Founder Of WILDA.ECO
Any independent business comes with its share of difficulties, but what is the most challenging aspect of running a sustainable fashion company?
Running a sustainable fashion company comes with unique challenges, and for us, creating the first biodegradable, vegan women's suit was an intricate process. Many don't realise that a suit is one of the most complex garments to produce due to the sheer number of components it requires. We needed 11 different materials and components for our suits, from fabric and thread to buttons and shoulder pads. Every single one had to meet rigorous standards for transparency, sustainability, origin, and ethics. Firstly, we ensure all materials are crafted either within Europe down to specific regions (such as Lower Silesia, Poland, or Lombardy, Italy) or Japan due to their tight labour regulations. Beyond transparency, every material must also be vegan, natural, free of synthetics, biodegradable, and certified to the highest environmental standards. On top of that, they're selected for qualities such as water efficiency, rapid regrowth, skin safety, and suitability in tailoring. Finding components that met all our criteria took 1.5 years of research and development. Each supplier had to disclose not only the given component's regional production location but also the origin of their raw materials, and many were unwilling to provide such detailed information. When solutions didn't exist, we created them ourselves. For example, we designed and handcrafted vegan, biodegradable shoulder pads using Japanese organic bamboo wadding from Kyoto and European linen woven in Poland. Our bias tape is made from our repurposed Japanese Bemberg Cupro lining, woven in Lombardy, and hand-cut into its finished form. Finally, our suits can be embroidered with personalised texts, and we have invested time and money into buying and learning the embroidery machine and performing the whole process by ourselves with embroidery thread made of TENCEL™ lyocell made in Baden-Württemberg. This maximalist approach – where no sustainable compromise is allowed –ensures our creations not only look and feel luxurious but truly align with our values. Additionally, inclusivity has always been non-negotiable for WILDA.ECO, so our suits are available in 45 sizes across five heights and nine body shapes. Creating patterns for such a vast range was an enormous challenge, but one we embraced to offer a perfect fit for all women.
Which alternative to common tailoring materials has been the most satisfying to use?
TENCEL™ lyocell stands out as one of the most satisfying materials we've worked with. It forms the foundation of our suiting fabric, thread, and embroidery, offering a silky smooth finish that's soft against the skin, light, and versatile for various settings. Produced in Austria by LENZING AG from sustainable wood sources like eucalyptus, TENCEL™ is not only biodegradable but also renowned for its low environmental impact, antibacterial qualities and efficient use of water, all while delivering sheer elegance in texture and drape. Our custom-made shoulder pads are another source of pride. Combining organic bamboo wadding from Kyoto, Japan, with European linen woven in Lower Silesia, they fuse durability, breathability, and supreme comfort. These materials exemplify how fashion can harmonise with nature, challenging outdated norms of tailoring while setting new standards for sustainability.
Gen Z is particularly vocal about ethical and environmental issues. From your personal experience, do you find other generations to be as critical and/or demanding as Gen Z?
While Gen Z indeed leads the charge in questioning fast fashion and advocating for sustainability, we've found conscious consumers in all generations who resonate with our ethos. Our designs speak to a mindset, not merely an age group. The growing demand for mindful, "quiet luxury" proves that values like sustainability and transparency transcend generational boundaries. This trend perhaps extends beyond decades because our products cater to individuals who seek meaning in their purchases. Every element of a WILDA.ECO suit is transparent – we detail everything on our website, from materials to production locations. Customers deeply appreciate this honesty and our inclusivity in sizing. This intergenerational dialogue around ethical fashion excites us; it affirms that sustainability is becoming a shared priority, not limited to one demographic.
From sourcing to shipping, any company can improve different business areas to reach its sustainability goal. They are all equally essential, but if you could choose only one aspect to focus on at the very beginning of a brand, which one should be?
If we had to choose just one, production would be the critical starting point. Production directly impacts a brand's carbon footprint, labour ethics, waste management, and product quality. At WILDA.ECO, every garment is handmade within a 3 km (1.8641 miles) radius of our studio in Wilda, Poznań, highlighted in our hyperlocal name. We transport materials on foot, by bike, or by tram, minimising unnecessary emissions while supporting local artisans. Controlling production hyperlocally ensures minimal waste, exceptional quality, and adherence to ethical labour practices. It also fosters a deeply personal connection to the craftsmanship behind every product. Material sourcing comes in as a close second. The fabrics and components you choose – from their composition to their region of origin – lay the foundation for a truly sustainable product. For us, this meant selecting plant-based, biodegradable materials and ensuring ethical and transparent supply chains backed by certifications.
The Blazer Norrmalm and the Trousers Södermalm make a timelessly elegant combination. What is elegance to you?
Elegance, to us, is rooted in intentionality: choices made in design, comfort, and sustainability. It's the fusion of timeless aesthetics with thoughtful, ethical decisions. Our made-to-order model encapsulates this ethos. True elegance is reflected in how our team handcrafts each Blazer Norrmalm and Trousers Södermalm to order, ensuring a perfect fit while minimising waste. It's about creating garments that are not only visually stunning but meaningful and personal. We honour individuality through personalisation – customising every piece to fit the customer perfectly, with options for embroidered initials or meaningful phrases in discreet locations (like behind a blazer collar or on a trouser pocket). When buyers choose a Norrmalm blazer or Södermalm trousers, they're investing in garments crafted exclusively for them with care and vision.
Elegance also involves versatility. Whether it's a busy workday, a formal event, or a casual evening with friends, our suits seamlessly thrive across occasions. Crafted with carefully selected materials for softness and lightweight, tailored cuts that flatter all figures, these pieces are both statement-making and understated. Elegance means responsibility and intention. Knowing that the textiles draped against your skin are vegan, biodegradable, and sourced ethically enhances the experience of wearing them. The colour, ranging from bold magenta to classic black, further ensures that wearers can express individuality while remaining rooted in classic aesthetics. True elegance isn't fleeting; it's enduring. It means owning something you'll cherish for years, whose story aligns with your values and the planet. That's the essence of WILDA.ECO.
We would like to thank Joanna Olszewska for her time and invaluable contribution to a better understanding of sustainability in the industry and the making of a slow fashion brand.
To learn more about the brand and browse the collection, visit WILDA.ECO website.
