The fashion industry is in a state of constant evolution, with sustainability and community shaping its future. At the forefront of this movement is Wolven, a wellness lifestyle brand celebrated for its vibrant designs and eco-conscious ethos.
From bright, versatile four-way active tops to matching leggings made from post-consumer recycled plastic, Wolven proves that ethical fashion can still be exciting. The New York-based company goes beyond just sustainable production—sustainability is integrated into their design philosophy through creating multifunctional pieces.
In this exclusive Q&A, we sit down with Kiran Jade, Founder of Wolven, to discuss her journey in building a brand rooted in sustainability, the widespread embrace of Wolven Pre-Loved by their community, and the company’s plans for expanding into retail.
Let’s dive into the Q&A:
Treet: Where were you prior to Wolven? How did you get into fashion?
Kiran: Prior to Wolven, I attended the School of the Art Institute of Chicago and the Art Center College of Design. I took sewing classes growing up and was always very interested in fashion as a form of self-expression.
Treet: How do you think about sustainability at Wolven?
Kiran: We consider our business’ environmental footprint throughout the lifecycle of our products—from material choices to manufacturing practices to shipping and packaging processes to resale. Sustainability is also deeply integrated into our design philosophy, with many of our pieces being multifunctional, like our bestselling four-way tops. As a business whose ultimate mission is rooted in the point of view that our planet has a plastic problem, we strive to limit our plastic consumption with our packaging and support ocean conservation work through our 1% for the Planet partnerships.
Treet: What made you launch into resale with Wolven Pre-Loved?
Kiran: As a community-first brand, we wanted to empower our customers to sell worn Wolven styles directly to each other. Rather than selling on an external marketplace, it was important to us to integrate this circularity initiative directly into our business.
Treet: What impact has Wolven Pre-Loved had on your community?
Kiran: Wolven Pre-Loved has become a shopping destination for our audience where they can find their favorite vintage Wolven prints. This opportunity to discover archival pieces is really exciting and engaging for our community.
Treet: What are the most significant growth areas for Wolven Pre-Loved in the next couple of years?
Kiran: We want to begin hosting more pop-ups for our Wolfpack to shop Wolven Pre-Loved in person. Clothing swaps can be a great way to revamp your wardrobe with styles that are not new but new to you. I’d also like to see Wolven Pre-Loved more deeply integrated into our post-purchase customer journey with email/SMS flows.
Treet: What advice would you give to other apparel brand leaders looking to dive into resale?
Kiran: From a DTC marketing standpoint, owning your resale is a way to educate your customers on ways to participate in a more circular economy.
Treet: What are your biggest challenges when it comes to BFCM?
Kiran: Traditional DTC marketing tactics don’t work anymore. Paid social isn’t cost-effective, email open rates and deliverability are down, SMS is overcrowded, and customers don’t care about influencers. I’ll be curious to see what the remainder of this year looks like, but I expect BFCM to be challenging and am prioritizing diversifying ways for our business to scale instead of leaning into traditional Q4 sales tactics.
Treet: What technology has had the biggest impact on your business?
Kiran: Figma! We were early adopters when Figma initially came onto the market, and it has been a game changer for our team.
Treet: What big bets are you making in 2025 to help Wolven grow?
Kiran: Moving into 2025, we’re pivoting away from purely DTC, shifting towards being a more omnichannel brand and expanding our retail and distribution channels domestically and internationally.
Wolven is setting a new standard in fashion by keeping sustainability and community at the heart of their brand. Kiran’s insights highlight the power of an eco-conscious approach, showing how fashion can thrive while prioritizing the planet. As the industry shifts toward more responsible practices, Wolven’s innovative model proves that profitability and purpose can go hand in hand.
