I was recently working on Whakato's lookbook with our new collection and I typed- Timeless is anything with a strong appeal of its own, a strong voice that breaks through the years passing or even centuries.
And it somehow stuck with me all night. How did fashion end up with mindless seasons and that need for change at such a fast pace? I've consistently found the fashion industry's production cycle to be convoluted and demanding. Autumn/Winter and Spring/Summer. For good measure, add a Pre-Fall or Resort collection. Fashion is kind of all about the idea of perpetual re-invention and newness, which is why it's such a lucrative industry. Fast fashion has accelerated the speed of this cycle, which has resulted in more clothing waste, problems with the second-hand market in developing nations, an almost uncanny discount culture, and numerous other things. It's out of control, to be honest. However, as a collective, "we" keep on producing, adhering to these standards because that's "how it's done".
With the launch of Whakato, we didn't want to carry on these traditions without question. In fact, we decided to turn all of it on its head, beginning with just six products. Simple wardrobe essentials like comfortable shirts, multi-purpose scarves, and breathable dresses. That was over two years ago and we now have a full range of items that still subscribe to our original mantra. Wardrobe essentials that never go out of style. Pieces that can slot into your current wardrobe or entirely re-invent it. Clothes that are comfortable to wear, live in and feel amazing on your skin. Garments that are made like they should be, of high-quality material combinations that make them exemplary candidates for an ecocentric economy. As much as I have enjoyed the free-flowing, create-what-you-and-your-customers-want, I must admit that I have yearned for some kind of defining structure that may aid in our growth (to a point) in a controllable and responsible manner. There has been a tonne of discussion about fashion companies going "seasonless" or doing away with fashion weeks permanently. All of these actions aim to completely transform the mainstream and luxury fashion industries' present structure. But in an oversaturated market, there are still far too many clothes being produced, collection after collection competing for your attention.
So what if seasons meant something else entirely? While the fashion calendar plods along with a focus on SELLING MORE, I wonder about the methodical structure of seasons. They exist as a constant flow, breaking up the mundane and monotonous. The earth's seasons remind me to pause and appreciate the lifecycle of the natural world and its things. So we devised a new approach and a unique cadence that suits us. Whakato Seasons. With a razor-sharp focus on the lifecycle of a garment. Birth, Life, Afterlife. Each split however across the calendar year (another arbitrary unit of measurement), each allowing us to meditate on the defining moments of a garment's existence.
BIRTH
Throughout Birth's lifecycle, we take a closer look at how each garment was created and the intricacies of the supply chain that are often overlooked. Focusing on birth, we delve into the beautiful and not-so-beautiful aspects of our unique supply chain, while learning from the amazing people involved - from those who grow, process, produce and create our clothes, to the systems that exist to make it all happen. At Whakato we’re a little obsessed with the birth of textiles, garments, and materials. Transparency is our founding principle so this is our jam, and we’re proud to share it. 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 people, animals, and the planet.
LIFE
Life is hopeful, life is practical. Life is a time to understand how our clothes "live" after they enter our lives and wardrobes. It’s where we unpack how our acts of care make clothing last longer, learn skills needed to fix them when they fall apart, or take advantage of that Whakato's repair services. We’ll learn about emotional durability and the second, third, or fourth lives your garment might get to live before being no longer wearable. Life is a collaboration with you (hello), so you’ll notice at this time that we’ll seek your feedback, thoughts, and ideas most, after all, it’s where you and I have the most impact. Perhaps while we’re actively caring for our things, we might see the parallels in caring for ourselves. Life is a beautiful part of the Season Lifecycle because it has the potential to be actionable and empowering for every person.
AFTERLIFE
Afterlife is the part of the lifecycle that can get a little 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 is a time to pioneer ideas, innovate with new technologies and come up with design strategies to aid. We want to share with you how we design with the end in mind and also what you can do, dear wearer of clothes, to recirculate your garments either technically (fiber-to-fiber recycling) or naturally (composting). At this stage of the lifecycle, there’s a greater focus for us on circularity, technology, and innovation.
If you're worried it might get boring, don't. We have a lot to cover and we're always learning, and we hope you will too. We'll continue to trickle new garments to complete your capsule wardrobe and, with your help, improve and refine our forever styles. Imagery and creative concepts will constantly be progressing, yet the core of what we do will remain for as long as we've got to run this amazing company.
This is Whakato Seasons, with a purpose. Explore our collection here.
How do you feel about it all? Is it good to have everything within a system or do you just want to be free? Let us know at info@whakato.com.
Himanshi x
And it somehow stuck with me all night. How did fashion end up with mindless seasons and that need for change at such a fast pace? I've consistently found the fashion industry's production cycle to be convoluted and demanding. Autumn/Winter and Spring/Summer. For good measure, add a Pre-Fall or Resort collection. Fashion is kind of all about the idea of perpetual re-invention and newness, which is why it's such a lucrative industry. Fast fashion has accelerated the speed of this cycle, which has resulted in more clothing waste, problems with the second-hand market in developing nations, an almost uncanny discount culture, and numerous other things. It's out of control, to be honest. However, as a collective, "we" keep on producing, adhering to these standards because that's "how it's done".
With the launch of Whakato, we didn't want to carry on these traditions without question. In fact, we decided to turn all of it on its head, beginning with just six products. Simple wardrobe essentials like comfortable shirts, multi-purpose scarves, and breathable dresses. That was over two years ago and we now have a full range of items that still subscribe to our original mantra. Wardrobe essentials that never go out of style. Pieces that can slot into your current wardrobe or entirely re-invent it. Clothes that are comfortable to wear, live in and feel amazing on your skin. Garments that are made like they should be, of high-quality material combinations that make them exemplary candidates for an ecocentric economy. As much as I have enjoyed the free-flowing, create-what-you-and-your-customers-want, I must admit that I have yearned for some kind of defining structure that may aid in our growth (to a point) in a controllable and responsible manner. There has been a tonne of discussion about fashion companies going "seasonless" or doing away with fashion weeks permanently. All of these actions aim to completely transform the mainstream and luxury fashion industries' present structure. But in an oversaturated market, there are still far too many clothes being produced, collection after collection competing for your attention.
So what if seasons meant something else entirely? While the fashion calendar plods along with a focus on SELLING MORE, I wonder about the methodical structure of seasons. They exist as a constant flow, breaking up the mundane and monotonous. The earth's seasons remind me to pause and appreciate the lifecycle of the natural world and its things. So we devised a new approach and a unique cadence that suits us. Whakato Seasons. With a razor-sharp focus on the lifecycle of a garment. Birth, Life, Afterlife. Each split however across the calendar year (another arbitrary unit of measurement), each allowing us to meditate on the defining moments of a garment's existence.
BIRTH
Throughout Birth's lifecycle, we take a closer look at how each garment was created and the intricacies of the supply chain that are often overlooked. Focusing on birth, we delve into the beautiful and not-so-beautiful aspects of our unique supply chain, while learning from the amazing people involved - from those who grow, process, produce and create our clothes, to the systems that exist to make it all happen. At Whakato we’re a little obsessed with the birth of textiles, garments, and materials. Transparency is our founding principle so this is our jam, and we’re proud to share it. 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 people, animals, and the planet.
LIFE
Life is hopeful, life is practical. Life is a time to understand how our clothes "live" after they enter our lives and wardrobes. It’s where we unpack how our acts of care make clothing last longer, learn skills needed to fix them when they fall apart, or take advantage of that Whakato's repair services. We’ll learn about emotional durability and the second, third, or fourth lives your garment might get to live before being no longer wearable. Life is a collaboration with you (hello), so you’ll notice at this time that we’ll seek your feedback, thoughts, and ideas most, after all, it’s where you and I have the most impact. Perhaps while we’re actively caring for our things, we might see the parallels in caring for ourselves. Life is a beautiful part of the Season Lifecycle because it has the potential to be actionable and empowering for every person.
AFTERLIFE
Afterlife is the part of the lifecycle that can get a little 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 is a time to pioneer ideas, innovate with new technologies and come up with design strategies to aid. We want to share with you how we design with the end in mind and also what you can do, dear wearer of clothes, to recirculate your garments either technically (fiber-to-fiber recycling) or naturally (composting). At this stage of the lifecycle, there’s a greater focus for us on circularity, technology, and innovation.
If you're worried it might get boring, don't. We have a lot to cover and we're always learning, and we hope you will too. We'll continue to trickle new garments to complete your capsule wardrobe and, with your help, improve and refine our forever styles. Imagery and creative concepts will constantly be progressing, yet the core of what we do will remain for as long as we've got to run this amazing company.
This is Whakato Seasons, with a purpose. Explore our collection here.
How do you feel about it all? Is it good to have everything within a system or do you just want to be free? Let us know at info@whakato.com.
Himanshi x