SUSTAINABLE AND FAIR, FROM THE GROUND UP
We do not inherit the earth from our ancestors; we borrow it from our children.
OUR MISSION
SUSTAINABILITY
TRANSPARENCY
The first fashion company in the world to adopt an absolute sustainability model
FIRST
GO NATURAL
A positive future is one where humans have stopped the bioaccumulation of chemicals into the environment. Synthetics (Nylon, polyester, acrylic and the likes) are toxic to life and bioaccumulate into the environment, even if recycled. We acknowledge their place—hey, we love our waterproof shells for staying dry during climate change induced hurricanes (who wouldn’t?). But let’s be honest; they are an environmental disaster.
These materials are petroleum-based—yes, that black sticky stuff people used to love decades ago. Washing them releases hundreds of thousands of microplastics, causing harm to the environment and entering the food chain. We believe in doing better. So we only use natural fibres. And the finest. We’re like that. We like nice stuff.
SECOND
CHANGE THE RULES
We go directly to the source. We don’t buy commodities.
Commodities are raw materials that are traded based on price with no regard to how they are produced or who produces them. Fibres are commodities and that is a problem because 1—the trading system squeezes profits out of the farms and 2—it creates the illusion that nature can supply limitless quantities, leading to unchecked environmental damage and loss of biodiversity. For example, palm oil, sugar, cacao, coffee and soybeans are responsible for terrible environmental damage. What have they got in common? They are commodities, like cotton and wool are. Race to the bottom.
But there is a right way of doing business. We take a stand against this system because we have a responsibility and we take it very seriously. This is why we have got to go directly to the source: to build the right kind of future, from the ground up.
THIRD
RESTORE BALANCE
Ever felt that unsettling sense of imbalance in our world? You’re not alone. The truth is, we’ve never quite learned the art of maintaining harmony with our environment. Our mission? To restore balance between humanity and the natural world.
Wide Open World isn’t just about awesome knitwear. We are leading a movement to reshape business as a force for good to protect our planet and secure our future. We use Natropy’s APres model, the world’s first business sustainability framework rooted in the planetary boundaries.
With this model, we put the environment first. We protect land for wildlife and support conservation efforts on farms, cutting back on how much can be used for production. We also support local NGOs to put vast swathes of forest under conservation in the ecosystems where we operate. The result? We contribute to maintaining global temperatures stable and we adopt strict land-use guidelines so that biodiversity finds its rightful place: in natural ecosystems, not history books. We set limits, informed by science. Where others seek volume, we seek harmony. We believe this is true sustainability, how it should be. Join us, restore balance™.
FOURTH
PEOPLE, NOT STANDARDS
We partner with people who share our values. The humble ones who challenge the status quo and push forward to do good in this world.
Standards are important, but they are created by the industry, for the industry. They don’t build the future. People do.
From using renewable energy to implementing state-of-the-art water treatment plants or getting involved in nature restoration programmes, we connect people who make a difference in this world. And no matter how good standards are, it is people’s values that make a difference. For when no one is looking, are they doing the right thing? Are they looking after animal welfare?
At Wide Open World, we connect people who do.
FIFTH
FALL IN LOVE
We don’t just lead on sustainability. We also push the boundaries of what really makes a garment irresistible. When we started on this journey, we realised most garments are too short, lose their shape after a year, don’t feel right to the touch, are pilling all over, or are just badly cut. So we embarked on a mission to make the best possible knitwear.
We are starting with Merino wool. We use the best there is, from a unique farm, from a unique flock of sheep. Meet Tasmanian wool. La crème de la crème baby. Super long fibres for strength, super fine for softness. Top of the range wool that feels like heaven and drapes beautifully.
We transform it into the most outrageously luxurious yarn and craft obsessively perfect garments you will love. Unique. Sustainable. Awesome.
Discover
our stories
The Ultimate Guide to High-Quality Knitwear
Why I created Wide Open World
Join our community
Sign up to receive 10% off your first order and the very latest news on what we are crafting, our pioneering sustainability work, curated interviews and lifestyle.