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Ground Floor
WAY is a resort brand based in Copenhagen but caters to the world. The brand was founded in 2019 on the idea of creating high-end eco-friendly products to minimize a traveller’s climate footprint. Our journey begins with a beach towel. Towels are never big nor long enough and take forever to dry. Beach towels are normally left at home as they take up too much space in your suitcase. Every day millions of gallons of water are used to wash hotel and beach towels that have only been used once. The WAY towel is a travel companion that is meant to be used time and time again, thereby saving water and minimizing the traveller’s impact on the environment. This is why we have made a premium beach towel that is big enough to cover your entire sunbed but still light enough for you to travel with. The towel is ethically made by our certified partner in Portugal. As an extension to our signature beach towel, WAY has made a unisex resort wear collection made in the same fabric that is inspired by 70s summer wardrobes for modern nomads of today. Our target audience are consumers who care for understated and refined luxury and do not compromise the quality of products they surround themselves with. They are interested in culture, travel, fashion, art and they are up to date with global topics. They accept that in order to maintain “the good life” they will have to change their travel behavior to lowers their impact on the environment. Our consumers travel the world to live a life without boundaries and borders. They search for products in luxury department stores, concept stores and hotel boutiques that carry a curated mix of fashion, art and interior products in premium destinations around the world. At CIFF AW23, WAY will present our full line of beach towels and resort wear in the sustain area. Stay tuned on