Wild Clouds
Tone of voice: straightforward, sincere, upbeat
Wild Clouds is a sustainable fashion brand making playful, practical clothing in whimsical prints. All their stuff is top-quality, crafted in London from a signature blend of linen and cotton.
Wild Clouds tasked me with revamping their About Us page and mission statement. They wanted tighter copy that had a clear brand voice and captured their values.
Here’s what Wild Clouds had to say about my work:
“Jasmine’s overhaul of our website copy really demonstrated that she understood our brand, and gave us the tone of voice we were looking for. We’re very detail-oriented when it comes to our supply chains... so working with someone with such an in-depth knowledge of sustainability makes things MUCH easier!”
About us
Our story
Disillusioned with the throwaway culture of the fashion industry she had called home for years, Wild Clouds founder Franny started changing her buying habits for the better. Soon, the day came when she couldn’t find clothing that met her sustainability standards - so she decided to make her own. Wild Clouds was born.
Combining Franny’s love of the unusual and her disdain for boring clothes, what emerged was a micro-collection of versatile wardrobe pieces in unique, whimsical prints. Staying true to her principles, she conducted extensive research into local production and the most planet-friendly materials out there.
Wild Clouds garments are UK-made in small batches, using a beautiful blend of organic cotton and linen. They’re comfy enough for bed, fancy enough for dinner out. So whether you’re here looking for ethical loungewear, fun workwear or something for your next holiday, Wild Clouds might just have a magical outfit that can do it all.
We believe clothes should be:
Kind to the planet - we use only the most sustainable materials we can find, and our clothes are made of 100% natural, compostable, vegan substances. Our breathable fabrics require less laundering, further reducing their carbon impact.
Kind to people - our products are made locally in south London, by people paid a living wage. We regularly visit our factory and examine our extended supply chains too.
Made to last - our garments are made of robust materials, in timeless designs that transcend seasons and trends. Our patterns are designed not to show stains, and we offer a repair service to keep your clothes going for longer.
Versatile - our simple designs and whimsical prints lend themselves to all sorts of occasions. Our multi-use clothing makes super-comfy loungewear or PJs, and looks great out and about too.
Inclusive - we see our clothes as genderless, and our styles are designed to flatter all kinds of body shapes. We offer a made-to-order service for those outside of our current size range - simply get in touch.
Accessible - sustainability shouldn’t be a luxury. We don’t believe in huge markups, and strive to keep our clothing as affordable as possible.
Our supply chains
Our factory
All our clothing is made in South London, just a 10-minute cycle ride from our founder Franny, making regular visits very easy. All the incredibly skilled workers at our factory are paid the London living wage as a minimum.
By making our clothes in England, we’re supporting local manufacturers and minimising our carbon footprint. Our focus on small batch, responsible production means we generate little to no fabric waste. The waste that we do create, we make into accessories such as our scrunchies and eye masks.
Fabric
Our incredibly soft signature fabric is made of 76% organic cotton and 24% linen. Our organic cotton is OCS-certified (Organic Content Standard) and grown in Turkey. The linen is grown in Europe and can come from a couple of sources, most recently Belarus.
The fabric is woven, dyed, printed and finished in Turkey by Altoteks - a GOTS-certified, wind-powered factory. See Altoteks’ facility GOTS certification for ecological and social responsibility here. Our fabric is certified OEKO TEX Standard 100, and is dyed with low-impact azo-free dyes.
Trims
Buttons - these are made in the UK by Courtney & Co., from eco-friendly corozo nut - a sustainably harvested material that supports communities in Ecuador.
Elastic - our elastic is made in Austria from organic cotton and natural rubber. It actually has a longer lifespan than conventional elastic, but eventually is biodegradable, unlike conventional polyester elastic. We buy our elastic from UK company James Tailoring.
Care labels - our labels are made from organic cotton in Turkey, at the same factory our fabric is woven and printed. Like our other fabrics, our labels are printed with azo-free dyes.
Packaging
We send all our orders in compostable mailers, which can be reused for mailing, used as food bin liners, or put in your own compost bin.
Our stock is stored in South London, in the same building where our clothing is made. We fulfil orders from the same location, removing an additional step of transportation and keeping our carbon footprint as low as possible.
Circularity
One of our main long-term goals is to become a circular business. Currently, we demonstrate this by avoiding waste (through careful pattern cutting and reusing our offcuts), and by making long-lived products (with robust materials and simple, timeless designs). Our repair service keeps our clothes in use for as long as possible, and once they do reach the end of their long lives, they’re fully compostable - to return to the same earth they came from.
To reach our goal of circularity, we’re actively working towards using fewer virgin materials. We want to make use of deadstock fabrics leftover from the fashion industry, as well as innovative recycled materials. Watch this space!
Inclusivity
We make clothing for the weird and the wonderful - everyone’s invited! While we already see our clothing as unisex, we are working to launch more varied styles and show our clothing on more diverse bodies in the future. For those not covered by our sizing at present, we offer a made-to-order service - please get in touch at contact@wildclouds.com.
Ethical marketing
We have signed The Ethical Move pledge, reflecting our commitment to transparent, responsible and honest marketing. We don’t believe in touch-ups, and never use airbrushing to alter the appearance of our models or our clothes. We love them au naturel!
One Tree Planted
As part of our ongoing journey to become carbon negative, we plant one tree for every order placed with One Tree Planted.
Mission statement
We created Wild Clouds because we wanted more from our clothing. More sustainability, more longevity, more versatility and more comfort. We’re committed to slow fashion, making our seasonless clothing locally in London, using the most sustainable materials we can find. We want our garments to be thoughtful, accessible and playful, combining uniquely whimsical prints with practical silhouettes. With our robust designs and repair promise, our ultimate goal is to create long-lived clothes that make our customers feel magical for years and years. Wild Clouds has been an independent, female-owned business since its inception in 2021.
One-liner
Clothing for the weird and the wonderful, sustainably made in London from organic cotton and linen. Timeless, comfortable, versatile.
One-paragrapher
Wild Clouds clothing is for the weird and the wonderful. We make all our ultra-versatile garments here in the UK, using sustainable fabrics in uniquely whimsical prints. Our slow fashion ethos rejects seasons and trends, instead creating timeless, well-made and comfy clothes you can love forever. We use a gorgeous blend of organic cotton and linen as our signature fabric - it’s strong and planet-friendly, and super-comfortable to boot. It even softens with age! Every part of our clothes, from the buttons down to the elastics, is 100% natural, sustainable and compostable. Wild Clouds garments pair perfectly with trainers, boots, heels… and slippers. So whether you wear them to bed or to brunch, you’ll look and feel a little bit magical.