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Get to know Stay Wild, the Positive Luxury Award winner in the Breakthrough Brand of the Year category

Stay Wild is presented with their Positive Luxury Award

Left to right: Hosts Stephen Webster and Lisa Snowdon; Stay Wild co-Founder Natalie Glaze; Sarah Vowles, Senior Corporate Sustainability Manager at IWC Schaffhausen; Giorgia Roversi, Director of Sustainability & Inclusion at YOOX Net-a-Porter Group. Image: Dave Benett

To make a luxury brand successful, sustainability needs to be built in from the brand’s inception. That means a new brand can drive innovation through the development of products, and become a pioneer in sustainability strategies. At our inaugural Positive Luxury Awards, our judging panel recognised Stay Wild for their ability to do that, and chose them for the Breakthrough Brand of the Year Award.

In designing and producing their swimwear and T-shirts, Stay Wild maximises the latest technology, using regenerated ocean plastic and biodegradable materials and crafting each piece with a purpose. Founded by Natalie Glaze and Zanna Van Dijk through their mutual love for the sea, they built the brand to reflect their values.

When it came to applying for the Positive Luxury Awards, Natalie was motivated to put the brand forward after meeting our team at London Fashion Week last season. “We had been following Positive Luxury for a while and love the whole company and what it stands for,” she said. “We decided to just go for it.”

The application process for the Awards involved putting forward the best of a brand’s sustainability efforts, and for Stay Wild, that meant their passion for the ocean. “We are so proud of every element of our brand we love telling the world about what we are trying to achieve and our goals,” Natalie said.

Following our judging panel’s careful selection process, Stay Wild stood out amongst our other shortlisted brands. At our ceremony last week, they were presented with their Award by Sarah Vowles and Giorgia Roversi from our category partners IWC Schaffhausen and YOOX Net-a-Porter Group, respectively. “It’s incredible to be recognised for our hard work,” said Natalie of their win. “We do things a lot slower and with sustainability at the core which is unusual for a fashion brand. So it gives us a lot of hope for the future of sustainable, more conscious fashion and a shift in the industry.”

What’s next for Stay Wild? “World domination,” Natalie joked. Along with that, they are excited to keep growing and spreading their message. “We have big goals and are always evolving and growing as a brand. We always want to be better and always will push for a change.”

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