Big Change - Wildness Flateyri?

by Filip Polách 18. júní 2023

Intro.

Long story short. We have made the decision to transition from a clothing brand to a West-Fjörds based guiding company.

The transition aligns perfectly with Wildness initial vision of sharing the love for the great outdoors, fostering a sense of community among outdoor enthusiasts. With the support of the local community in the charming town of Flateyri, Lukas & Nicole are excited to embark on this new adventure.

Reasoning.

We have been striving to lead a more conscious lifestyle for several years now, and it has resulted in significant changes. These changes encompass various aspects such as adopting a sustainable approach, try to grow our own food, shopping second-hand, considering our emissions during travel, and being more mindful and caring towards those around us.

Photo of: Filip & Ásta (Parts of Wildness) on their farmstead.

Knowledge.

After dedicating ourselves to the brand and making major lifestyle changes, it gradually became less of a priority for us. One of the initial visions that inspired the birth of the brand was threatened as we began to uncover the harsh realities of the fashion world and capitalist business practices. The deeper I (Filip) delved into that rabbit hole, the more toxic it became.

Photo of: Filip Polach (One of the founders of Wildness)

Self-reflexion.

The main point we realised is that maintaining a fully sustainable clothing brand on a small scale is financially and environmentally challenging. It's a fact that it's impossible to create a completely sustainable brand. However, prioritising profits was never our motive. We could no longer justify producing something that the world already has in abundance. There is a surplus of clothing and a proliferation of so-called "sustainable brands," and it is important for us not to engage in activities that do not align with our core values.

Photo: Viðir (Left), Ásta (Mid), Filip (Right) (Parts of Wildness)

Even though we sometimes purchase new items, I always give myself at least a week to contemplate whether I truly need them or if I can find them second-hand online or at thrift stores.

For a while, I endured this situation, believing that it was for the sake of the community. I thought it was worth it to witness the brand's representation and the connection it fostered among friends. However, if I'm not genuinely satisfied with the brand myself, I cannot convey that enthusiasm to others.

However, we are thrilled about the brand's evolution into a niche clothing line that is exclusively worn by a select group of individuals and recognized by the right audience. While we still offer clothing for sale, they are limited editions that are unlikely to be reproduced, adding a unique and special touch, I believe.

Photo of: Lukas Polach (Left) & Nicole Sühring (Right) (Parts of Wildness)

But what does the future of Wildness look like?

After careful consideration, we have made the decision to transition from a clothing brand to a guiding company, specialising in outdoor experiences such as SUP tours, sea kayaking, skiing and splitboarding.

With their extensive experience in the guide business, Nicole and Lukas have turned their dream of starting their own company into reality. Recognizing that Wildness shouldn't be limited to just a clothing brand, they took the initiative to lead the transition.

The transition aligns perfectly with Wildness initial vision of sharing the love for the great outdoors, fostering a sense of community among outdoor enthusiasts, and creating once-in-a-lifetime experiences for others. With the support of the local community in the charming town of Flateyri, Nicole and Lukas are excited to embark on this new adventure.

They have been diligently working and preparing for a trial year, have acquired the necessary equipment, are setting up the basecamp, and plan to begin trial trips in July 2023.

We hope that you will continue to accompany Wildness on this journey and support us in our new endeavor.

Photo by Nicol of Ásta Paddleboarding in West Fjörds watching whales.