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Restructuring Menswear:
The Waer Story

Restructuring Menswear: The Waer Story

Restructuring Menswear:
The Waer Story

What happens when a mathematician, an engineer, and a biochemist go shopping for menswear? They leave without buying a single thing and launch their own fashion line.

That’s what Andreas, Maria, and Christos Efthymiou did. They’d dreamed about creating a family business together but never quite found the right fit. That is, until math guy Andreas did what math guys do and found the common denominator.

Discomfort.

For years, Andreas had helped his buddies figure out how to choose and style outfits for special events, dates, and work. He realized that the prospect of buying clothes made them miserable for two reasons: the dread of the shopping experience itself and the difficulty of finding clothes that would look great, fit well, and wear well. 

It was possible to get a decent fit, a dash of style, and some comfort, but all three in the same garment? Not so much.

Together with mom Maria (the engineer) and brother Christos (the biochemist), Andreas set out to create a men’s clothing line with a difference. Several meaningful differences, actually. 

The ideal: making clothes that fit well on the body and feel fantastic, that have a classic, custom-tailored appearance whether the wearer is 5’5” or 6’3”, and that are made to last for season after season – or decade after decade.

In addition to designing pieces that deliver casual elegance, enduring performance, and true comfort, the family envisioned an easy way to mix and match colors, patterns, and looks.

They developed a simple, color-coded labeling system to make closet “analysis paralysis” a thing of the past, and to give guys the confidence that their outfit “goes” without having to think about it. (Or beg Andreas for help.)

Waer Clothing Labels

For the Efthymiou family, this company is deeply personal.

They believe that this one life we have should be filled with passion, playfulness, and purpose. That spirit is evident in every piece they make, right down to the label.  

Comfort and joy are the spirit of Waer, and impeccable quality is its execution. From the choice of fabrics to the selection of the manufacturing facility, best practices inform everything they do. And there’s another meaningful aspect of this approach: clothes made to last for years stay out of landfills.

A mathematician, an engineer, and a biochemist founded a menswear fashion company because science is about the search for answers. Good ones. And sometimes, it’s about pants. (And shirts, sweaters, and jackets, too.)

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