Wilder Waves is an inspirational new business created with a strong sense of fair play connecting people who love being in nature.
Like many people, founder Jennifer Macdonald-Nethercott found time during lockdown to look aside of her well-established marketing business to see where she could make a real difference to the environment around us. Wilder Waves e-commerce website was the result, creating designs for clothing made from organic cotton and recycled materials, with a donation from every sale to Ocean Generation.
Jennifer was motivated by family holidays surfing and paddle boarding and a desire to do something that would support the education and protection of our oceans.
Jennifer comments: ‘Ocean Generation believe in storytelling to raise the awareness of marine conservation and what steps we can all make to reduce the plastic we use, the clean-up of our oceans and ultimately to stop plastic reaching our oceans.
By bringing science together with film, Ocean Generation are engaging a new generation who can be the driver for change that our world needs now, and Wilder Waves has partnered with them to share their messages and actively contribute to their vital cause.’
She went on to say, that ‘the central message of raising awareness of our oceans is the basis of our brand, and I notice more and more people particularly in the UK becoming aware of COP26 to be held later this year in Glasgow.
With a little more time on my hands than usual, I was able to fully research and identify products which match my sustainability aims, from only using organic cotton and recycled packaging to ensuring even the ink used for the designs is non-toxic and vegan. It’s about Wilder Waves creating clothing that people will want to buy because of the design, the company ethos and the contribution to Ocean Generation.’
The business creates designs for t-shirts and hooded tops, made from organic cotton or a blend of organic cotton and recycled materials. The sustainability journey is at the start with the products and also the packaging which is all paper and can be recycled.
Jennifer Macdonald-Nethercott, founder comments, ‘Having been in marketing for over 20 years it’s a really exciting journey to have created my own clothing brand and being able to shape the sustainability of the business and its practices from the start and aligning with the UN Sustainability Goals for 2030. Having a charitable partner on board from day 1 was really important to the purpose behind the brand and having the business give back. The reaction from customers so far has been fantastic, and we are already looking forward to autumn and winter designs coming on-line. But throughout we will continue to raise awareness about the importance of protecting our oceans for generations to come.’
Wilder Waves is currently available through their online store and working on autumn and festive designs to add to the range. Through the creation of designs to print onto t-shirts, Wilder Waves can share the Ocean Generation message and ensure that when customers wear Wilder Waves they are giving back through every purchase.
Wilder Waves clothing from sustainable resources and committed to ethical practices, have created a brand that has a purpose, and their purpose is to support oceans and raise awareness of what is happening to them. Wilder Waves do all this whilst sourcing you ready to wear items that are fit for your customers lifestyle and are easy and comfortable to wear. Afterall Wilder Waves just want to get on with creating great t-shirt designs too! In their start-up year Wilder Waves will be donating 2% of all sales to Ocean Generation for every item you buy through Work for Good. This is just the beginning, Wilder Waves are actively working to contribute more as we grow.