Sarah Hartley Northumbria University Fashion Design & Marketing Portfolio 2022
Wayward creates clothes for those with ‘Waywardness’ who have an urge to do only what they want. As a British Van-life brand who prioritise practicality and function so your Wayward wardrobe staples will hold out wherever your adventure takes you and whoever you are, we break down the boundary of men and women’s clothing by creating genderless clothing. Using yarns proudly from the yorkshire dales to create our cosy knits and lightweight fabrics with reversible features to maximise functionality as well as combating outfit repeating and doing our part in slowing down fashion.
Sustainability
Wayward aims to aid adventures, and encourage the love of the outdoors. So we feel it is important to create clothing that looks after our Enviroment. Being sustainable is engrained in Waywards production process as we priorotise local sourcing of wool, reusing old materials to create new innovative designs, creating clothing on a small production scale to prevent waste and releasing only 2 collections per year. Along with this we want longevity in our products so vow our clothing with last a lifetime and if not we will repair them!
Our Promise
Wayward promises to do its best to make a positive impact on our enviroment. With every Wayward clothing purchase we give lifetime insurance, to ensure that waste is minimal we will repair the damage and your clothes can last forever. However if clothing is past the point of repair, send it to the Wayward studio and we can flip the clothing into something new. For example our zero waste tote bags used to be waste fabric.
Our Story
Beggining with van life and seeing the community of van lifers who love an adventure soon followed with the birth of Wayward. Wayward being inspired by Waywardness - ‘doing only what you want, in a way that is difficult to control’ Going against the grain, and instead doing whatever you want and making everyday adventures.
Our Product
Wayward began as a way to promote a nomadic fun lifestyle with appropriate clothing to accompany it. Travelling frequently means clothing needs to be reworn, suitable for multiple occasions and appropriate for any adventure. So we created the solution. Making clothes that are durable, reversable and versitile that you can wear for years to come.
‘The Queen of Clubs wants complete freedom of action and will not take any interference.’
# TheWaywardClub # TheWaywardClub # TheWaywardClub # TheWaywardClub # TheWaywardClub # TheWaywardClub # TheWaywardClub
the queen of clubs
Wayward’s emblem ‘the club’ symbolisesliving carefree and appreciate nature in a way that goes against the grain. As a unisex brand our Queen of clubs is both Man and Woman as we don’t but a gender on clothes but focus on function and practicality.
WAYW ARD
Place?
Customer can make a purchase from the brand through their website which ships worldwide or from their frequent GB
van pop up events. Being a vanlife brand having a platform that allows people from all over the world acess Waywards product is important.
Monthly Pop Up Events
To promote Waywards bia annual collections Wayward puts on a series of pop ups across the U.K. With each pop up the Wayward van opens up to sell its products, people can meet the Wayward team and have fun outdoors.
# TheWaywardClub With The Wayward Club members The recieve a goody bag, discounts on Wayward Club collections, access to the Wayward Classes blog and oppotunities to join The Wayward team organise Wayward in outdoor outdoor and indoor classes once activities. a month. Ranging from activities from paper making to surfing lessons. Keeping our customer base engaged with action and adventure, creating a relationship via memories, and bringing in the sense of community.
#TheWaywardClub
Ruby is taking a break from her Sunday activity of rockclimbing, and opens up the instagram app and is soon met with an advert. Intreigued by the ad she clicks on the instagram page to find a new brand called Wayward. Showing her boyfriend SethWaywards website who is also a fellow vanlifer he wants to purchase a new practical coat. His favourite colour is black and Rubys is green so the reversible, unisex outerwear jacket is perfect for them both! When their parcel arrives they’re extactic and excited to find the packaging doubles up as a canvas totebag too! Without any hesitation Ruby opens up her instagram app and posts a pic to her story of her new tote and coat. Seth and his girlfriend Ruby go to the pop up and meet the Wayward team and find a Yorkshire wool knit cardigan. They also recieve a complimentary pack of cards with waywards latest collection purchase which will come in handy while theyre travelling.
Clicking on Wayward’s instagram page Ruby follows. Finding the van-life inspired brand convininently just before her upcoming van trip.
Seth follows Wayward on instagram and tiktok as he is interested in following others like him who have a van.
As seth finds a pop up about to happen in yorkshire in the waywood van he plans to go visit it.
At the bottom of the tote parcel he sees a snipit of the biannually zine. Seth loves a good read and the aesthetic of the zine and can’t wait to read it later in his van.
Seth is so pleased with his new cardigan that he plans to go to the next Wayward pop up shop in Manchester during his next van trip to make his next purchase.
Tyler is flicking through his favourite magazine ‘Orienteer Mapazine’ when he finds a model wearing a interesting light weight anorak. Being intrigued but what hes seen he reads the small print and sees its by the brand Wayward.
Tyler wakes up the next morning still thinking about Wayward and the message Wayward represents. On the way to his Uni lecture he purchases the Zine and the Zero Waste tote bag with his student loan.
Quickly googling the the word ‘Wayward’ the first link takes him to their website. On the home page he sees a similar outdoor aesthetic and that Wayward also do a biannual zine.
# TheWaywardClub
Tyler anxiously antcipating the arrival of his parcel; he gets email updates from Wayward and the wearabouts of his product. Along with this he gets a email about #thewaywardclub
The parcel arrives and Tyler opens the parel up which comes with complimentary stickers, and he flicks through the zine which explores the adventures of van life and the British countryside.
Seeing they are doing a group walk in Northumberland with the Wayward team he checks his Newcastle Uni calendar and sees he can make it!
Tyler and his bestfriend Tom hop into his At the end of the walk they small Toyota Yaris and meet the group are greated by the Wayward in Hexham. Tyler and Tom meet loads of van after a hard walk and given new outdoor enthusiats aswell as the teas and coffes via the wayard Wayward ambassadors. van kitchen. Just as theyre leaving the ambassador Hannah gives them both Wayward When the boys get back to their goody bags. student house they get the limited edition Waywardcards out and begin a game of rummy. The next day Tyler goes to uni with his Wayward tote and his laptop covered with the Wayward emblem.
Seth, a 30 year old millennial has just quit his traditional 9-5 city job as a graphics designer and invested in a van. Starting his new nomadic van life and moving away from London to the North of England to be closer to nature. Seth’s new routine involves waking up early to go for a sunrise surf with his friends and girlfriend Ruby; and beginning his new job as a free-lancer in-between his spontaneous daily adventures.. Seth doesn’t have a huge love for fashion but enjoys his own personal style; prioritising practical and functional clothing that aids his ‘waywoodness’ and adventures falling down on his skateboard, then getting back up again. Ruby has joined Seth for a more adventurous lifestlye while she maintains a video blog and shares daily on her instagram of her new found adventerous lifestlye.
Social Media/The Website? Our main selling
Launch Event Each collection comes with a launch event, bringing journalists, bloggers, influencers and industry relations together. Charitiable donations are also collected for ‘Help Tibet’ a organasation that works closley with Wayward.
platfrom is the on the internet. Wayward creates a community for its followers with 2 hashtags firstly #TheWaywardclub. #Findthevan creates a fun game with Wayward followers, if the Wayward van is spotted, and put on instagram with the hashtag a gift voucher is awarded along with a goody bag.
This season’s collection is inspired by ‘Dropka’, a Tibetan word used to describe nomads, it means ‘People of The Solitudes’. Nomadic culture is seen from traditional Tibetan and Mongolian nomads to urbanised western travallers. Taking traditional eastern nomad garments such as the Chuba and deel that wraps around the body to influence the silhouette and colour while combining it with Waywards Yorkshire heritage.
Langthwaite, Arkengathdale, North Yorkshire
Nyalam, Tibet, China, Asia
CARE LABEL
Vans X Size promotes the encouragment of inclusivity in the skatepark; embracing LGBTQIA+ and women. With arcitecture design being shaped for the male world in many cities, this collaboration is inspired by Rotunda arcitecture to soften edges and invite everyone in with its enthusiastic colour palette. Breaking the stigmas surrounding girls who like sport. 9% of american skaters are girls, Vans X Size tries to change this narrative by allowing women to be both ultra femine and enjoy the outdoors, specifically the skate culture.
Lena is a quiet person who enjoys putting their head phones on and going for a leisurely skate. Every morning Lena enjoys picking out their outfit as away to express her identity as a non binary individual. Keeping up with latest drops Lena enjoys one of a kind more exclusive pieces that stand out while remain comfortable and practical for her everyday active city life.
‘What made you begin skateboarding?’ “I began skating when i moved to Manchester, my house mate already skated and i went along with her to the skate park. It’s a good way to meet new people and there’s a real sense of community so i kept it going. I also just thought it looked pretty cool too haha” ‘What music are you listening to?’ “Depends on the vibe, generally though when i skate i like indie music, but something with a faster beat. It gets me in a good mood to skate then, but i really like easylife too they’re just more of a chilled mood.” ‘Whats the social scene like around skating?’ “Theres such a community whenever you go to the skatepark, its very welcoming. When i first started i would mess up alot trying new tricks, but everyone’s really encouraging to keep going. Everyone starts somewhere. Now i go more regually i have a group of friends i’ve made and it almost feels like a second home.” ‘How has your life changed since moving to Manchester?’ “I feel more comfortable to be myself. Theres such a wide variety of people here, and i’ve met so many interesting different people. I feel i can wear more ‘funky’ clothes which i may not have worn back home in the countryside for the fear of standing out. I definatly feel more freedom to be expressive and i now want to stand out.”
‘How does it feel to be a girl in the skating community?’ “Honestly, its definatly a different experience compaired to the guys i’m friends with at the skate park, although most people are very supportive there’s definatly a stigma around girls skating. That we’re ‘wanna be indie girls’, or just skating to keep up with a trend. I guess its very off putting when you start as you’re already being judged before you’ve begun. With this being said when you nail a new trick you get such a sense of achievement, and as cliché as it sounds you get a real sense of ‘girl power’ as you prove you can skate just like the boys.” ‘Where do you get your style inspiration from?’ “Mainly from social media, i can’t lie i spend alot of time on instagram scrolling on different peoples styles. Although my main sense of inspiration is my friends and the vibe, since becoming friends with more expressive people i have begun to try find more interesting quirky pieces. I have a bright purple fake fur jacket i would previously been way to scared to have worn.” ‘What would you say a typical skating outfit would be?’ “It definatly changes but stereotypically its something loose and easy to move in. My ‘go to’ is definatly a black pair of cargo trousers, a loose t-shirt. My favourite at the moment is a old light blue slazenger top, i just really like the fit and love vintage tshirts.” ‘Has Skating changed your day to day style?’ “I guess so although i’ve never really thought about it. Subconciously i definatly now gravitate towards looser baggy clothes, it’s a very comfortable style. However it depends on the event i still love to dress up and make myself feel glam.”
Sage Brown x Wayward’s capsule collection is encouraging of the everyday adventure. Creating the perfect bag to explore if you’re in the city or treking the countryside. Being indicative of the famous adventurers such as Roald amundsen and Indiana jones by creating the perfect practical bag . Matched with the aesthetic of great films such as, Wes Andersons ‘The Darjeeling Limited’ and ‘Amelie’
Daisy is a 29 year old, London born and raised working as a financial advisor during the weekday; she often leaves the city to explore when she can. Occupying her time with countryside walks and a love for adventures, or when she’s strolling the city going to music concerts and art galleries.
The Sage Brown Escapade offers a exciting pop up shop in the centre of Newcastle. Promoting the collaboration with the limited edition bag and Luggage tag