Hello world!
Mount Taranaki, Aotearoa New Zealand, 2024
Hello World! Here we are. EMILY WATERS is a new clothing label, committed to the idea that fashion can be different, that fashion can and should do better by the people who make and buy clothing, and the planet that supports and absorbs everything we do. With this as our beacon, EMILY WATERS is founded on three-fold set of principles that form the Buddhist path: shila, samadhi, and prajna.
Shila: discipline; ethics. Steadfastness, focused attentiveness, one-pointedness. An aspiration to “do no harm”; compassion without discrimination. Doing what needs to be done, even if it is difficult
Samadhi: concentration, mindfulness, meditativeness; mental and physical stability/longevity; clarity, a pensive calm; the ability to peacefully abide, even in the face of tumult
Prajna: understanding, knowledge, wisdom; clear comprehension of how the world works and one’s role within those systems. A commitment to the constant cultivation of insight into the nature of things. Getting at the root or source of what causes suffering in the world
These three work together - they feed and balance one another in an ever-growing lattice of strength, stability, energetic presence, and insight. Typically these principles apply to the personal work of an individual or community, but we believe they can hold just as true for a business. At EMILY WATERS, this means:
Designing and producing for stability, resilience, and longevity:
Quality and climate-neutrality in design and production, with an aspiration for climate regeneration
Design for multi-season and multi-year wear and use
Products that pass the “30-wear” test from a style, fabrication, and construction perspective - can and will be worn and washed at least thirty times
Prioritizing mindful, respectful, authentic, inclusive, and steadfast business practices:
Moving heedfully in the development and growth of our business - being slow when we need to be slow, efficient when we need to be efficient, in order to prioritize our mission over profits (but without ignoring profits, without which we cannot flourish and expand)
Active prioritization of DEIJ in hiring, leadership, and collaborations
Radical inclusivity across the design process and product life cycle from R&D to marketing to end-of-life
Building community with customers, employees, contractors, collaborators, and followers through authenticity, transparency, connectivity, flexibility, engagement, education, and trust-building
A commitment to ongoing self-analysis and external research to:
Understand our impact on the climate, and on the lives and well-being of our community
Learn about and implement new advances in and opportunities for harm-avoidance - or better yet, rejuvenation - for the planet and our community
Remain humble and open to feedback; always maintain a learner’s mindset
Offering collections that are uplifted and uplifting
Artistry, decorum, and uniqueness of design
Slow fashion principles, even as we grow
In this early phase of launch, our main method for fulfilling these principles is through one-of-a-kind handmade pieces, lovingly designed and crafted in our studio from fabric that is (almost always*) vintage, upcycled, recycled, rescued, or deadstock. Working this way addresses two ends of the life cycle of a garment that can cause harm to the environment: its beginning and its end. We will post another journal entry in the coming days addressing product life cycle: the ways we are working to reduce our negative impact and increase restorative components to our process, and impactful things you can do as a member of the fashion community toward positive change.
Another top priority from the outset: most* of our styles are designed with flexible sizing. We think numerical sizing (and its close cousin, the “alpha” system of S, M, L, XL) are deeply troubling, completely made-up hierarchical discourses. They do little to help people find clothing that fits well and much to harm the psyches of those who have spent a lifetime inundated by very specific, highly detrimental, and completely arbitrary beauty standards. All of our styles are designed to be worn the way that makes you feel most confident. Read our product descriptions, check the measurements, and think about how each garment will fit your unique and beautiful body before ordering.
We aspire and fully intend to offer collections from across the size spectrum as we grow. Please stay tuned as we build out our catalog to include all sizes.
Love,
The EMILY WATERS Team
*At the moment, our t-shirts are hand-printed in our studio, but we do not produce the shirts ourselves, they are not made from recycled fabric, and they do follow a traditional sizing scheme. We aspire to change this as we grow.