DTC Chat: Warp + Weft’s Sarah Ahmed Talks Sustainability

DTC Chat is Rivet’s discussion series with direct to consumer (DTC) brands to get a deeper dive into their business and latest collections.

Sarah Ahmed is the co-founder and CEO of denim brands DL1961 and Warp + Weft Denim. Launched online in 2017, Warp + Weft offers a wide range of sizes in modern styles for both men and women, all under $100.

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Pushing the needle forward, Warp + Weft also responsibly sources its cotton and uses state-of-the-art equipment and techniques to achieve the world’s “most sustainable” denim. Additionally, the brand recycles, reuses and returns the max amount of clean water to the environment as possible and has multiple solar panels to help power operations throughout its facility.

Here, Ahmed discusses how Warp + Weft began producing full head-to-toe looks while keeping sustainability at top of mind.

Rivet: What are your best-selling fits?

Sarah Ahmed: Women’s ASE straight and NCE wide-leg are our best selling fits.

Rivet: What’s new in the spring collection?

SA: For the Spring 2023 collection, we expanded our fashion offering for denim bottoms to include color blocking, pinstripes and cargo detailing. Additionally, we added tops and vests for the first time ever, giving the customer full head-to-toe looks.

Rivet: What’s the best decision your company has made in the last year?

SA: We’ve focused on editing the core line to a concise collection so we could optimize our fashion offerings each season. In doing so, we were able to cut down on inventory, only producing what is needed and being able to focus on full head-to-toe looks and ready-to-wear pieces for our seasonal drops. Our number one priority is minimizing our impact on the planet, reducing waste and conserving resources for future generations.

Rivet: In what ways has the business changed since the pandemic for the better? For the worse?

SA: When we came back to the office, we came back stronger than ever. During the pandemic, we experienced a spike in e-commerce sales, which was ironic since it was during a time where everyone was wearing sweatpants.

In fact, we were selling so much denim. We were also in a great position for both our DTC and our wholesale businesses because we own our manufacturing. While the rest of the industry was experiencing supply chain delays, we were able to be nimble and scale efficiency like never before. Now, we are building it to withstand any obstacle that comes our way.

Rivet: What percentage of your customers are repeat customers?

SA: 42 percent.

Rivet: How would you describe yourself as a consumer?

SA: As a consumer, I value quality over quantity. I want to make sure that the pieces I am buying are timeless and will last me for years to come. More importantly, being environmentally conscious with my purchases is the first thing I think about before buying a product. Whether its clothes, or hair and skincare, I am always doing research on what brands share the same eco-friendly values that I do.

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