About WAY Copenhagen

WAY Copenhagen was founded in Denmark in 2019 with an idea of creating high-end eco-friendly products that minimize a traveler's climate footprint. After having noticed that towels are never the right size, length or composition, WAY created the perfect travel companion for any eco-conscious individual. Big enough to cover a lounger, but as light as a fine sweater, these spa-quality sustainable bath towels are woven from 30% recycled cotton and 70% organic cotton. Ethically made by their world-leading towel producers and certified partners in Portugal, this unique blend is one of the newest on the market and guaranteed the highest sustainable cotton towel quality out there!

Brand Ethos

As a product of its time, one of WAY's watchwords is its commitment to the environment. By creating big premium beach towels with a small climate impact, they help change the way people consume when travelling. With a deep seeded love for craftsmanship and awareness of how every single step in production has an impact on the environment, their aim is to minimize theirs as much as possible by rethinking all ways of production.

The comarché framework

Product lifecycle

Brand sustainability

WAY towels are carefully designed and responsibly produced with the utmost respect for the environment. All towels are made from a highly absorbent blend of 70% organic cotton and 30% recycled cotton. Organic cotton is grown without any GMOs or toxic chemicals, thereby keeping the soil healthy and keeping ecosystems and farmers safe. It also requires 71% less water and 62% less energy than conventional cotton.

 

In terms of recycled cotton, the brand uses both pre- and post-consumer cotton, this way taking full advantage of already existing resources.

 

WAY also aims to reduce the use of plastics, so their products are not delivered in a polluting polyethylene bag, but in 100% organic cotton cover - which also serves as a bag to carry the wet swimsuit or the towel itself, since it has a natural corn wax film that keeps other items dry.

 

Their producer is a pioneering family-owned business just outside of Porto, Portugal, with expert manufacturing practices since the 1970s and some of the renowned certificates in the textile industry like GOTS.

 

All production processes are done under one roof, from making the yarn to weaving and dying it, to final quality control. This closed-loop operation saves the planet from unnecessary CO2 emissions. WAY have also implemented a quality management system that helps minimize their use of energy and water during production, recovering up to 40% water and making it fit for recycling. Through this unique set up, the company establishes a fully sustainable towel production.

 

What's more, WAY collaborates with Take 3 For The Sea, a global movement to collect trash from the beaches through a program on plastic and pollution, and for each towel sold, a student receives training. And if you also send the label for this project - which is designed like a postcard - to a loved one, WAY will double the donation!

 

The Comarché Notes

WAY is the name of a towel that is bigger, more sustainable and more beautiful than any we have used before! Their towels are the essence of luxury on more levels than one: super large but easy to transport, premium absorbent quality, Scandinavian design, no use of plastics and less harmful to the planet!

Certifications, councils and pacts

UN’s Sustainable Development Goals

The Brand does not work actively with the Sustainable Development Goals yet.
See all Sustainable Development Goals from the United Nations here.

Sustainable highlights on brand level

  • This indicates that the brand has taken an active stand in relation to labour relations between workers and employers.

  • This indicates that the brand has actively sought out Fair Working Conditions for the producers of its product(s).

  • This indicates that the brand gives back to society in some shape or form. The particular initiative will be listed when describing the brand in the brand section.

Product Lifecycle

Design

The Design Phase is a crucial part of determining a product’s sustainable capabilities. We’ve chosen to highlight a few genius steps that enable a sustainable product right from the beginning.

    Material & Material Extraction

    The materials used for a certain product and how these materials come to life are of crucial importance to the sustainable capabilities we seek in products.

      Transportation of Materials

      This step relates to the transportation of the raw materials from when they are first obtained (harvested etc.) to the production site. Obviously, the closer to the production site, the better.

        Production

        Obviously, the production of a certain product has an impact on the overall level of sustainability. Luckily, many manufacturers have now taken steps towards more sustainable production methods.

          Packaging

          How a brand chooses to package its products will have a significant influence of the carbon impact from packaging and transportation.

            Distribution

            This step relates to the distribution of products when they have been produced. Obviously, the closer to the brand’s warehouse, the better.

              Usage

              How you choose to use and take care of a product has a bigger impact than you think. Just think about how much longer a shirt lasts if it has been washed in the right way.

                End of life

                At this step, there is no way out and we have to find some way of discarding our product. How we discard a product will significantly influence the opportunity of reusing materials used.

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