Meet Emma Shaw, Founder of The Well Worn
After two decades in fashion, Emma set out to create a brand rooted in sustainability and craftsmanship. Discover the story behind our designs.
The Story
After two decades in the fast-paced fashion industry, Emma Shaw sought a more meaningful path. While on a sabbatical, reflecting amidst the waves with her children, she envisioned a brand that harmonized her passions: vintage fashion, UK craftsmanship, and sustainable design. This vision gave birth to The Well Worn, a label dedicated to creating beautiful clothes without compromise - honoring both the environment and the artisans behind each piece.
Personal Touch
Emma's days are a blend of creativity and family life. Mornings often start with a quick check on social media, followed by taking the lovely Coco out for a walk. She then immerses herself in sourcing vintage treasures, designing in her studio, or overseeing the making in the micro-factory. Evenings are reserved for unwinding with a glass of wine. Her favorite upcycled piece? The first denim jacket she ever reworked - imperfect yet foundational to The Well Worn's aesthetic.
The Beginning
"During the sabbatical summer, after spending 20 years working in the fashion industry, I had a lightbulb moment. It was the summer of endless sand, and I was having fun with my kids, finding adventures, and playing in the waves. However, I started to think about what's next for me. I still loved designing and making clothes, but I didn't like the compromises that often came with it. I wanted my next chapter to be more personal and reflective of my values.
I wanted to find a better way to create clothes that didn't compromise on design, quality, and the environment. That's why I decided to go back to my beginnings - my love of UK factories, well-considered design, and extending the life of the worn. I wanted to find my community of like-minded people who shared my values for fashion and ethics.
I’m taking that leap of faith and following my passion.
So here it is - my idea - The Well Worn.
Beautiful clothes without compromise.
No landfill - no waste - no compromise.
Made in the UK.
I decided to follow my dream. Wish me luck!
Emma x "
Vision
Emma envisions expanding The Well Worn's repertoire of upcycled vintage items, breathing new life into iconic garments. While limited-edition dresses made from sustainable fabrics remain central, she's open to exploring other product areas, always ensuring that each piece aligns with the brand's ethos of quality and sustainability.
Values
At the heart of The Well Worn are values of authenticity, sustainability, and community. Emma champions UK manufacturing, limited production runs, and the use of recycled materials. Techniques like sashiko stitching not only mend but also tell stories, embracing the beauty of imperfection and the history woven into each garment.
What's in a name?
"Our name, The Well Worn, is a play on words that we carefully crafted and we thought long and hard about each word.
'The' is our community and refers to the like-minded people who share our values for fashion and ethics."
'Well' signifies positivity, fun, and sustainability,
'Worn' signifies our commitment to providing high-quality, sustainable and ethical items that will become future treasures."