This Small Toronto-Based Brand is Revamping Basics into High-End Fashion
The denim jeans and white tee combo is a classic. Fashion basics, also known as the everything-goes-with-everything clothing in your closet, are the skeletal framework for any outfit.
Wynn, a small ethical Toronto brand created by Lynne Weare, offers gender fluid designs that are transforming the fashion game. Whether this means reworking denim to create buckle tops or challenging the definition of a white tank, this brand is putting a modern twist on basics.
Photo Retrieved from Wynn
Uniqueness and style are central to Wynn’s aesthetic—not to mention they also adhere to the highest standards of quality, designing garments that both stand the test of time and outstrip fleeting trends. Basically, this brand is big on preventing overconsumption.
Overconsumption happens when humans are consuming more resources than they produce. If you haven’t already guessed, this is bad. In fact, we’re consuming the planet’s resources 1.7 times faster than they are regenerated. According to Fashion Revolution, the effects of overconsumption and reliance on synthetic fibres has long lasting environmental and social impacts worldwide. Specifically, the consumption of clothing and footwear is expected to increase by 2030 a whopping 63%.
Image Retrieved from Wynn
Luckily, people are starting to recognize a need for change and many brands are climbing aboard the sustainability train. Maybe we won’t have to move to Mars after all.
Images Retrieved from Wynn
Wynn is one of the many Canadian brands committed to creating a responsible balance between production and demand. And for them, this means “producing notably less than the anticipated want.” Wynn achieves this by donating relevant waste materials from their atelier to other sustainable fashion brands. Ultimately, they maintain this “green” reputation by re-using internal packaging and minimising the use of plastics.
We need more brands like Wynn. And supporting small local businesses is a topic not enough talked about. According to the Government of Canada, supporting local has these positive impacts:
Increases jobs and supports the success of your community
Reduces your carbon footprint because small businesses often source from local manufacturers
Contributes to innovation and competition in your area, helping to keep prices lower
By shopping local, you'll likely discover a more diverse and broad range of products
In addition, here are some ways to support small businesses in your community:
Follow local and small businesses, such as stores, merchants, and restaurants, on social media
Subscribe to your local newspaper or community newsletter
Look for bulletins and events posted online such as on your local community centre, online bulletin boards, neighbourhood associations, municipal and library websites
Read reviews of local and small businesses to help inform your decision
Although Wynn is a small business, it plays a crucial role in promoting environmental and social responsibility. It’s evident that this fashion brand upholds high standards of labor rights and fair wages, and ultimately promotes healthy working conditions. While not everyone can afford to buy high end fashion, sustainable fashion brings us one step closer to a healthier planet.
So, I think Wynn is a win for me.
Written by Brya Sheridan, Contributor, PhotoBook Magazine
Tearsheets by Daniel López, Art Director, PhotoBook Magazine
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