WEAR IT TO HEART LOGO BEING TRANSFERRED ONTO GARMENT
Back in February, I attended the first ever AXIS Show at Pier 94 in Manhattan’s Hell’s Kitchen neighborhood. The fashion trade show focused on women’s active lifestyle apparel and home goods, which was really exciting to me. It was there that I was first introduced to Wear It To Heart (WITH), a ladies activewear brand based in Los Angeles and produced in El Salvador.
I was really drawn to the soft, yet technologically sound fabrication of the garments, in addition to the lovely prints used across their spectrum of leggings, capris, tanks, and sports bra offerings. I was also drawn to the idea of their goods being produced in Central America, so I decided to set up an interview with the company’s founder, Sunnie Ha, to discuss their initiatives, predominantly female workforce, and more. Read on!
Tell us a bit about your background and when you came to the point to make Wear It To Heart a reality.
Looking back, it all started with the observation that women’s activewear was just men’s activewear made in smaller sizes. It seemed as if every woman walked out of the same closet all dressed in black tights and uninspiring, boring tops. I wanted women to look like women, feminine and beautiful. In my mind leggings with fun and pretty prints give women a comfortable but bold look that is stylish. The WITH look allows women to live in every moment and love the life they live. Wear it to Heart was born in California and is growing up in El Salvador. We work with both designers and artists from Los Angeles and El Salvador. I have the pleasure of working with artists who, for the first time have an outlet which allows them not only to express but also profit from their creativity. You should see the excitement of the team when their prints are featured on our pieces. I feel blessed to be able to love what I do and excited to see what the future of WITH holds.
Your product line consists of fashion-forward activewear suitable for yoga and other low-impact activity. What kind of feedback have you gotten from the fitness community thus far?
So far, the feedback has been very positive. Every piece of WITH is constructed with the highest quality materials and attention to detail, which people notice and appreciate. Also, because the prints are fashion-forward, you can wear them out and about, not just at the gym, which is very important to our customers as well.
Let’s talk about your workforce. In your company factory in El Salvador, you run a sweatshop-free work force, comprised predominantly of women. Was this done intentionally? And can you elaborate on your company values and in-house initiatives?
Wear it to Heart
mainly manufactures in El Salvador to support Project Garrobo
which was started many years ago by my husband and I. It began with a desire to help the communities in El Salvador. We found ourselves working with single mothers to help them acquire work skills to support not only themselves, but also their families. Project Garrobo
, is an apprenticeship program for several disadvantaged, unwed, and unskilled teen mothers. We pay them a salary and train them for several types of apparel jobs, but also teach them life skills such as finance, English, and other necessary subjects for them to meet the oncoming challenges of adulthood. Once they reach the age of 18 they are welcome to work at our factory, or if they choose to leave and work elsewhere, we’re happy with that also. Our payback is satisfaction knowing that we improved their lives.
Our factory is recognized globally as a leader in CSR (corporate social responsibility) and sustainability. This distinction stems from many years of researching and implementing the best practices. For instance, we responded to employee requests to offer a daycare solution. Our response was to visit several daycare facilities in the U.S. and Brazil. Learning from those already doing it, we inaugurated our child development center on our premises in 2011. Since then we have gained Montessori accreditation, therefore giving our pre-schoolers a clear advantage for when they graduate and move on to regular day school.
A PAIR OF LEGGINGS BEING SEWN
Apparel production in Central America has been on the rise in the past few years, using some of the most technologically sound processes in the industry. What do you see in its future?
On-shoring or near-shoring apparel production back to the Americas has been a hot topic for the last couple of years. It’s good news for us because it creates a win-win situation for the U.S. and the Central American & Caribbean regions. Due to the way the free trade agreement (CAFTA-DR) is structured, most key inputs come from the U.S. and then produced as final garments in the region. So it’s true bi-lateral trade benefitting both sides of the border. We are to expect this trend to grow significantly due to the changing global sourcing landscape. As China and other Asian countries develop more consumer driven economies, the available capacities and resources will focus more in that direction. As a byproduct, the Americas will gain more market share of U.S apparel imports. Flexible, faster to market lead times and real time communication with U.S. brands and retailers also make CAFTA-DR region a very attractive sourcing hub. For W.I.T.H., the flexibility and speed allow for unparalleled levels of service and innovation.
It was such a pleasure to speak to, and learn more about the apparel industry in the Americas from Sunnie. Be sure to check out the goods on the official Wear It To Heart website, in addition to following them on social media!
*Photos courtesy of Wear It To Heart (WITH)