Awear

ffers personalized styling and shopping services aimed at helping customers build conscious wardrobes without compromising style, focusing on self-expression and long-lasting fashion. The brand invites community participation through social media and aims to grow from a cottage industry into a global movement promoting circular fashion and sustainable consumption.****

Philosophy

Awear is committed to transforming the fashion industry by promoting a shift from linear to circular fashion economies. It emphasizes sustainability, conscious consumerism, and community engagement. The brand believes fashion is a form of self-expression and aims to empower individuals to dress confidently while minimizing environmental and social impacts. Awear operates as a social enterprise, reinvesting surplus into causes that support food, energy, wildlife-positive communities, green cities, and new economic models that benefit both people and the planet.

Sustainability

Approach: Awear is dedicated to moving the fashion industry toward sustainability by promoting circular fashion, reducing waste, and encouraging conscious consumer behavior. Practices: The brand integrates eco-friendly production methods, supports non-waste society principles, and reinvests profits into environmental and social initiatives such as food, energy, and wildlife-positive communities and green city projects. Education: Awear educates consumers on sustainable shopping and wardrobe building, equipping brands with tools and strategies to adopt sustainable practices.

Founders

Ashley Dobbs, Background: Multi-award-winning underwater photographer, eco-developer, and visionary who created Awear to reflect individuality in men's clothing and promote sustainability.. James Skinner, Background: Eco-philanthropist, businessman, and economist; Trustee Emeritus of the New Economics Foundation; early organic movement supporter; involved in sustainable ventures like Ultra Light Rail and Fairfax and Favor boots.. Sandra T., Background: Founder with expertise in style, color, and proportion; passionate about using fashion as self-expression and guiding consumers toward sustainable, personalized wardrobes.

Background

Awear was born from Ashley Dobbs' desire to create men's clothing that better reflected individuality and sparked more open social interactions. Starting as a small cottage industry, the brand has grown into a social enterprise with a team including eco-philanthropists and economists. It integrates fashion with sustainability and philanthropy, supporting organizations like the New Economics Foundation and the Green Cities Foundation. The brand also offers personalized styling services to help consumers build sustainable wardrobes and make conscious purchasing decisions.

History

Ashley Dobbs initially created jackets in the Awear style out of personal dissatisfaction with men's fashion. Positive public response encouraged him to formalize the brand. Joined by James Skinner and Sandra T., Awear expanded its mission to include social enterprise goals and community building. The brand has evolved to focus on sustainability education, circular fashion, and personalized styling, aiming to grow globally while supporting environmental and social causes.