Wilder Waves is an inspirational new business with a strong sense of fair play and a love of nature. Like many, founder Jennifer Macdonald-Nethercott found time during lockdown to look outside her well-established marketing business to discover where she could make a real difference to the environment around us.

Wilder Waves’ ecommerce website was the result; creating designs for children’s and adults’ clothing using organic cotton and recycled materials. Plus, a donation from every sale goes to Ocean Generation.

Ocean Generation is an inclusive global movement that exists to restore a sustainable relationship between humanity and the ocean.

Macdonald-Nethercott, motivated by family holidays surfing and paddle boarding and a desire to support the protection of our oceans, comments; “Ocean Generation believes in storytelling to raise awareness of marine conservation and what steps we can all make to reduce the plastic we use, the clean-up of our oceans and ultimately to stop plastic reaching our oceans.

 

 

“By bringing science together with film, Ocean Generation is engaging a new generation who can be the driver for change that our world needs now. Wilder Waves has partnered with them to share their messages and actively contribute to their vital cause.

“The central message of raising awareness of our oceans is the basis of our brand. I notice more and more people, particularly in the UK, becoming aware of COP26 to be held later this year in Glasgow.

“With a little more time on my hands than usual, I was able to fully research and identify products that match my sustainability aims. From only using organic cotton and recycled packaging to ensuring even the ink used for the designs is non-toxic and vegan. It’s about Wilder Waves creating clothing that people will want to buy because of the design, the company ethos, and the contribution to Ocean Generation.”

 

 

Wilder Waves shares the Ocean Generation message. It also ensures when customers wear its clothing, they are giving back through every purchase.

The business creates designs for children’s and adults’ T-shirts and hooded tops. As well as using organic cotton or a blend of organic cotton and recycled materials, the packaging is all paper and can be recycled.

Macdonald-Nethercott continues; “Having been in marketing for over 20 years, it’s a really exciting journey to have created my own clothing brand; being able to shape the sustainability of the business and its practices from the start and aligning with the UN Sustainability Goals for 2030.

 

 

“Having a charitable partner on board from day one was really important to the purpose behind the brand and having the business give back. The reaction from customers so far has been fantastic. We are already looking forward to autumn and winter designs coming online. But throughout, we will continue to raise awareness about the importance of protecting our oceans for generations to come.”

To visit the brand’s website, please click here. For wholesale enquiries contact hello@wilderwaves.com.