Awear - aware of what we wear
AWEAR is a sustainable multibrand store that offers carefully-selected sustainable fashion brands from the Central and Eastern European region in Hungary. High-quality, natural materials, a slow fashion approach, sustainable production processes and timeless design are the key elements to the garments we offer, guaranteeing you the best quality and a name you can trust.
In contrast to the vast majority of the fashion industry, who’s production methods are seen as having a negative impact on the environment, we instead focus on offering you pieces from carefully-selected brands who care about how they source materials, keep their production standards high, both in terms of quality and environmental awareness, and treat their employees well. Our selection process starts from verifying a brand’s standards in terms of production, including their location, materials composition and origin of the materials, brand ethics, and their relationship with their employees. We check brands' sustainability practices in terms of materials used, stocks held, and packaging. We assess end products in terms of their quality, versatility, and durability over time. We verify consumer opinions on products, and buy and test them ourselves prior to offering them to our customers, to make sure we are bringing you only the best.
We are dedicated to minimising our own environmental impact too, by limiting our stock and optimising deliveries to help reduce our carbon footprint. Whenever possible, we try to avoid overproduction and overstocking by working on a made-to-order basis. In addition, our packaging is also environmentally friendly.
We also believe in the budget-conscious ‘capsule wardrobe’ concept, where all wardrobe pieces match each other to create a coherent whole, fitting your style, beauty colour type and lifestyle. That is why we bring you easy-to-combine pieces that are classic but interesting, versatile and timeless. In addition, we work with a network of professional stylists who can advise you on how to build your personal wardrobe.
We believe every one of us should be able to dress in clothes that are comfortable to wear but are also friendly to our planet.
We follow the rule of 'Quality over quantity'.
We don't get distracted by short-term fashion trends.
We believe that high-quality, timeless, beautiful garments can serve us for many years, and bring us joy each and every time we wear them.
That is why in our store you will find clothing made of both natural (wool, linen, silk, cotton) and artificial (viscose, tencel, etc.) materials. We avoid synthetic textiles (poliester, poliamid, acrylic) as much as possible, and tolerate them only as a minor addition to improve the functionality of garments so that they can be used for a longer period of time.
We love each body shape and colour profile. We believe that every woman is beautiful, and we focus on embracing this concept, rather than trying to address what societies may consider physical “imperfections”. This is why, next to each product, we share a stylist recommendation on body and beauty types that the product would work best with. We are also dedicated to helping women understand their body and colour profiles, in order to make more conscious fashion choices and pick clothes that they can truly shine in!
My name is Magdalena, and I am the founder of the Awear store. I am Polish, but have lived in Budapest for many years. I always found it a struggle trying to find high-quality clothing in Hungary, and particularly hard trying to find garments made from natural materials or clothes that are made to last more than one season.
As a customer I was never particularly interested in short-term fashion trends, but I was not a very conscious customer either. I used to buy in fast fashion stores, not paying attention to what material my clothing was made from, or whether the colour and styles really suited me. I thus ended up with many clothes in my wardrobe that I didn’t wear, because I subconsciously felt bad in them. And as a result I found that every day I had ‘nothing to wear’, and spent a lot of time getting dressed in the morning trying to choose between clothes that didn’t match each other or didn’t fit me properly.
The story of Awear began when I became a mother. This was an important moment in my life, because, as a parent, I now had a small human who was completely dependent on me. I realised how much the choices I was making mattered, not only for our family but also for others. I began to think more about the impact we have on our planet and what future we are shaping for our kids. I began to pay more attention to what I buy and where I bought it from. And, on a day-to-day level, I realised I simply wanted to stop spending so much of my precious time thinking about what to wear every morning, an idea that led me to the ‘capsule wardrobe’ concept.
After a while I realised that I wanted to share those values and the knowledge I had gained with others. And so I created Awear, a place to help you find high-quality, carefully-handpicked clothing easily, and a place to also inspire you to feel good about yourselves (both outside and inside) every day by making you feel great in whatever you wear, no matter what you do and how much life may be weighing on your shoulders.