Today we’d like to introduce you to Regena Yu.
Hi Regena, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
Heidi and I started WAY the Label in 2016. We studied Apparel Design at the University of Minnesota and after graduation, wanted to fill a gap we saw in the Twin Cities apparel industry. Shortly after the idea of WAY came up, we brought in our friend, Abby, who studied Graphic Design with us at the UMN to help with our branding and design and to help bring it to life.
We started WAY in 2016 with the goal of making high quality sustainable clothing that was fashion forward, but still affordable. At the time, sustainable fashion and slow fashion were being perceived as a single aesthetic, and we wanted to disrupt that notion by making trend inspired staples.
We both work full time jobs, so WAY is our past-time on the side. Bringing in what we learned in school, we design, pattern-make and cut & sew everything we sell, creating timeless silhouettes and styles in trendy, but classic colors & patterns that can be mix & matched from season to season. We’ve been lucky enough to be involved and recognized in the fashion community here in the cities & have participated in many years of Fashion Week MN now, along with other events with other sustainable apparel brands in the cities.
As a micro brand, we’re able to do things that just aren’t possible at a larger scale, including:
– wasting nothing by reusing 100% of our fabric remnants and scraps for our accessories
– Pre shrinking/washing fabrics
– Mending and repairing items as well as repurposing them!
Inspired most by our fabrics, the majority of which are sourced locally. We use vintage, secondhand, and dead stock fabrics, which means we design in more limited runs. So, once it’s gone, it’s gone.
We have loved seeing the sustainable design community grow since 2016 and it’s inspiring to see everyone’s interpretation and practice of sustainability using their own design aesthetics. We’re excited to continue to be a part of this community!
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
For us, it has been. We are very blessed to have a supporting community of fellow designers as well as supporters who understand and are willing to grow the sustainability focus here in the Twin Cities.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
We design timeless, but fashion forward, sustainable pieces that can be worn season to season. But what sets us apart is offering these styles in a more affordable manner.
Many times, sustainable clothing can be out of reach for people with the price point. We didn’t want it to be that way for those who want to participate, so we make it a priority to price efficiently while still factoring in the design and quality of what we’re putting out there. WAY is a huge passion project of ours, so its important to us to offer affordable clothing that people love to wear and do wear for years.
We love the sustainability community here, and we love the diversity of it. There are brands and designers partaking in many different ways, and offering such a unique selection of designs across not only apparel, but home goods & more.
Do you have recommendations for books, apps, blogs, etc?
Instagram of course helps us keep connected with local designers and makers – we love it so much as we’ve been able to make connections with other creators in the cities outside of the apparel community and have created great friendships out of it! This helps us stay in the loop and also help market upcoming events, launches and more to our collective audience.
Pricing:
- Clothing – starting at $35
- Accessories – starting at $10
Contact Info:
- Website: Waythelabel.com
- Instagram: Instagram.com/waythelabel
- Facebook: Facebook.com/waythelabel
