The Social Impact Brand Welana That Empowers Ethiopian Weavers Turns 10
Welana is known for their Ethiopian weaved scarves
Founders Anna Papadopoulos and Welella Negussie open up about what they have been up to, what this anniversary means for the brand, and their vision for the second decade
For a decade now, Welana has impacted the world with its social enterprise of driving and preserving Ethiopian weaving traditions. Berlin based, and childhood friends Anna Papadopoulos and Welella Negussie have grown the business into a recognized social brand by promoting sustainable fashion with their products of ethically made scarves, accessories, blankets, and home goods. Because of their drive, Ethiopian artisans are being empowered as the brand is redefining what sustainable fashion really means.
Welella Negussie and Anna Papadopoulos, Welana founders
“Over the past decade, Welana has grown from an online shop run from an apartment in Berlin to a recognized social enterprise with customers from around the world,” Welella explains to SEELE. “We have expanded our product range beyond scarves, towels, and blankets to include a variety of sustainable textile products, including items for babies and home decor. Our partnerships with local weaving communities in Ethiopia have strengthened, allowing us to create more employment opportunities and creating visibility of Ethiopia’s ancient weaving tradition in the world. Additionally, through our collaborations and advocacy, we have contributed to the broader conversation about ethical fashion and fair trade, encouraging more conscious consumer choices worldwide.”
Social impact brands have led to consumers being more conscience about their purchases. In research done by Earth.org, thirty-eight-percent of their respondents noted that reducing environmental impact is one of their key considerations when shopping. But, there is a gap between reaching fair social impact goals and actual practices within fashion, as 93% of fashion brands are still not paying their workers the standard living wage, according to findings by the Clean Clothes Campaign, whose projects the European Union has funded.
On Saturday, Imran Amed Founder of the Business of Fashion and Editor-In-Chief posted on Instagram how department stores are delayed paying brands, some up to 18 months for their merchandise. “Delayed payments have been an issue in fashion since I can remember. Back in 2013, I wrote a pointed story about fashion’s poor payers, describing how retailers were stretching their payment terms from net -30 days to net -60 days. Now Saks is talking about a standard of net -90 days, which makes operating a sustainable fashion business nearly impossible.”
But for Welella and Anna, being fair to their weavers is of most importance, which has led to the improvement of the lives of their artisans, whose incomes have increased by 250% (which is above market standards)- according to the company. Their artisans have access to longer term employment opportunities.
“Since our founding, we have remained committed to fair wages, safe working conditions, and long-term economic empowerment for our artisan partners. Through our collaboration with ethical partners like Sabahar and Maraki, we have helped ensure that artisans earn at least 250% more than the average market wage. Many of them now have access to healthcare and other social benefits that were previously unavailable. Moreover, we have helped foster a sense of pride in traditional Ethiopian craftsmanship, ensuring that these incredible skills continue to thrive for future generations,” Anna tells SEELE.
Their signature scarf in green, yellow, and red which are Ethiopia’s traditional colors is their best-selling item over the last decade. “Customers love its timeless design and cultural significance, making it a meaningful and stylish statement piece. However, our blankets and handwoven towels have also gained popularity, especially among those looking for high-quality, sustainable home textiles,” says Anna.
Welana Kids was launched in their first decade
As an ode to celebrate this milestone, “we are planning a series of celebrations, both online and in person,” says Welella. “We will be launching a limited-edition collection featuring designs inspired by Ethiopian heritage, as well as sharing stories from our artisans and customers who have been part of our journey. We are also exploring collaborations with other ethical brands to further raise awareness of the importance of fair trade. Additionally, we plan to host a community event in Berlin, bringing together our supporters, customers, and partners to celebrate this milestone together.”
As they look forward to the next decade, their aim is to drive systemic change in fashion by collaborating, being advocates, and innovating. “Our vision is to continue expanding our impact in Ethiopia by investing in organic cotton farming and increasing our collaborations with local artisans. We also aim to grow our sustainable product offerings and strengthen partnerships with like-minded businesses in the ethical fashion space. Most importantly, we want to keep inspiring consumers to make conscious purchasing decisions that support fair trade and sustainability,” muses Welella.
The last 10 years isn’t lost on the two and all the support they have received. “What started as a dream between two childhood friends has become a platform for positive change, and we couldn’t have done it without our customers, partners, and dedicated artisans. This anniversary is not just about celebrating our achievements—it’s about reaffirming our commitment to ethical fashion, sustainability, and the beautiful traditions of Ethiopia. Here’s to the next 10 years of impact, craftsmanship, and community!,” says Anna.
Images supplied
