About us
Welcome to WAYA Sweden – a place created for the woman in the midst of life who wishes to embrace a healthy and well-being lifestyle. We wanted to create a brand that not only offers clothes and products, but also inspires a holistic lifestyle for every woman.
Our passion lies in offering timeless clothing and products that complement a woman's lifestyle. No matter where a woman is in life, we strive to promote health and well-being through our range.
Our design philosophy focuses on timelessness, meaning that our products are created to be as relevant tomorrow as they are today. Our goal is to minimize our impact on the environment and support more responsible consumption, all with inspiration from nature's beauty and resources. Through carefully selected materials and production methods, we strive to design clothes and products that last over time.
At WAYA you will not only find clothes, but going forward the ambition is for WAYA to also be a source of inspiration for a healthy lifestyle. We will share tips and advice on health and well-being and foster a community that supports every woman's journey.
Welcome to discover a world where style, sustainability and health go hand in hand, created by WAYA.
Founder of WAYA - Women All Year Active
Helena & Ann
For many years, we've nurtured the idea of creating a global, long-term fitness and lifestyle brand aimed at women who are further along in life. In 2023, we embarked on this journey by establishing a brand that celebrates the mature woman, focusing on her life journey and unique needs.
Having personally experienced a lack of suitable garments and inspiration as we ourselves reached a more mature age, we realized that these challenges were not unique to us. Many women shared our needs and desires. Drawing on our extensive experience in the fashion and textile industry, coupled with a passion for design and product development, we set out to design and curate a range of supportive and flexible garments.
Our ambition extends beyond merely offering clothes and products; we aspire to inspire a holistic lifestyle for every woman. All of this is done with a responsible regard for our planet, nature, and its inhabitants.
We're only at the beginning of this journey, and we hope you'll join us on this exciting path forward."