⚡️SHOP SMALL FLASH SALE⚡️Support independent brands doing things differently. Up to 40% off, April 25-30! FIND SOMETHING UNIQUE
In a fashion landscape often dominated by fleeting trends and neutral palettes, LWN is here to shake things up—one colorful, mix-and-match piece at a time. Pronounced “lawn,” the brand is all about making clothes that are as fun as they are functional, designed to slot effortlessly into a creative, ever-evolving wardrobe. We caught up with founder Lena Wells to chat about the vision behind LWN, designing with playful intention, and why sustainable, ethical initiatives don't have to come with sticker shock.
What was the inspiration behind LWN?
I’ve been working as a design consultant for many large corporations and private clients. After working closely on a startup that focused on more responsible practices as its DNA, I began to reconsider the methods I was operating under with all of my other work experience. I didn’t always want to design clothing. Clothes have signified so much of my identity, aspirations, and confusions through every stage of life. I find clothes can serve as a fascinating commentary on human choices to such an intricate, nuanced degree.
What are some of the sustainable elements of your brand, and why is that important to you?
The opportunity to design a company, a culture and a brand was all new to me! I wanted to make choices that address the consumer/climate dilemma. I feel this approach has growing importance for a product as much as fit, fabric, and styling. Hopefully, investing in these practices from the start sets foundations for what’s coming rather than standard industry norms. We have the luxury of being situated in DTLA, where there is a constant ecosystem of deadstock. Also, being small, working with many mom and pop factories, allows us to design into what we find with quicker lead times for smaller batches. When deadstock isn’t a viable option, we choose to use materials made of natural materials that biodegrade.
How do you manage to produce things sustainably at such an approachable price point?
Ha, that’s a great question! Quite honestly, it’s a huge gamble. It didn’t feel right to sell our product at an exclusive price point. We hope to find our people and build customer loyalty. To have repeat sales and grow so the numbers are more in our favor. The cost of sourcing deadstock material was very cost-efficient in early days. We were working out of my garage until last spring. The company has always operated on a tiny skeleton crew and many hours of sweat equity invested to save overhead running costs and also keep our offerings affordable. Being primarily DTC has allowed us some wiggle room for competitive pricing, but it’s really tough, I gotta be honest.
LWN pieces are meant to be building blocks for a complete wardrobe. So, where should someone start?
I recommend the “uniform" lol. The pencil stripe separates started as loungewear in COVID times—but in the mishmash of creative work-life, parenting life, and free time, these pieces have become “everythingwear," staples layered into all seasons all the time. Our clothes have resonated with creative multitaskers. For example, the Agave top (inspired by the surfer’s Baja top) was a nostalgic way to give a hands-free collared sweatshirt alternative to my ceramicist, artist, and photographer friends. The NOU dress—which can be worn open as a layer, as a dress in hot weather, or as a big shirt with pants—works on many levels as a year-long staple.
What’s next for LWN?
We hope to be stocked in more curated boutiques, to build community, and to find innovative ways to keep growing without compromising our values.
