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Julia Zirpel had her first fashion moments at an early age. As a child, she grew up in India and Nepal and saw how important clothing could be. "I remember the expression of women who could finally put on a hard-won sari. A new piece of clothing gave them dignity - it meant something."

As a fashion editor and fashion director for various magazines such as Interview, Myself, etc., she noticed more and more often how clothes were bought casually, carelessly placed in wardrobes (and dumped) - a fact that increasingly irritated the studied designer. "I think it would be great if people would deal more with fashion, with what really suits you, but also with the origin of an item (and its actual price). "This feels much better in the end than blind consumption." In 2017 she decided to found the wearness. An online platform for sustainable, fair, and high-quality fashion and beauty.


"Not all that glitters is gold." In 2007, Guya Merkle could not have imagined that this wisdom would become her motto. After the sudden death of her father, the German with Italian-Belgian roots became the managing director and creative director of Vieri, a high-end jewelry company founded by her grandfather in 1939. She studied at the Gemological Institute of America to learn everything about manufacturing and the jewelry business. But until the end, she was concerned with the decisive question under which conditions gold is actually mined. A trip to Peru brought clarity: In so-called small-scale mines, miners and children worked under catastrophic conditions. They mined the gold by hand, inhaled toxic mercury and were permanently in acutely collapsing mines.

For Guya Merkle it was clear that she would not continue working like this with Vieri. She decided to use only fairly mined, ethical gold. To make "happy mining" a standard, the entrepreneur also founded the Earthbeat Foundation - a foundation that works for better working conditions and decent wages for gold miners. Guya Merkle firmly believes in the wearness principle that luxury and sustainability must go hand in hand. 


Sometimes a conversation between colleagues changes the view of things - and in the end perhaps even the world. After 14 years with the fashion magazine InStyle, where she worked as fashion director and thereafter as Editorial Director for the luxury platform it was time for changes. Even if the job was great fun, she realized that it was only about bringing great fashion to the women. Without any thoughts about: Isn't it too much? Like many other people in the industry, the fashion journalist admits that she did not think about sustainability for a long time.

It wasn't until Julia Zirpel told her about her idea for the wearness at a dinner that she began to fundamentally question the production methods of fashion. "The more I looked into the subject, the more I became fascinated by it. I didn't realize how many cool and fantastic labels out there were doing it right." Jennifer Dixon is now convinced that a responsible approach to fashion would be a viable approach if only everyone were to participate. And most importantly: "We must finally show how noble but also sophisticated luxurious fair fashion can be."  Her goal: to change the high fashion industry without diminishing their standards of aesthetics, elegance, and style. 

When you close a door, a new one opens. With the intention of giving a new meaning to her passion for fashion, Karolin Helou decided after 18 years as a fashion editor at Madame Magazine Germany to stop and to re-orientate herself.
As the daughter of a Syrian and a German, who grew up in Venezuela and Peru, she collected craftsmanship and textiles from a great variety of cultures as a child. The fashion designer had long been thinking about supporting traditional craftsmanship and had started to develop new ideas into this direction.
Karolin loves spending her leisure time at and in the sea. Together with her husband and their two children, she travels around the world as a passionate kite surfer. The pollution of the seas and the waste problem have become a matter of her heart.
When Julia and Jennifer introduced the wearness to her, Karolin was immediately thrilled: "This concept mirrors exactly my convictions. It makes me very happy to be part of the wearness." 

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