Will & Bear


Will & Bear was created on the road, for the road with their philosophy to create a product that does good, and for you as an individual to travel often.

Will & Bear began during a road trip in a vintage Kombi around Australia, and have soon become one of Australia’s go-to sources for hats that are good, and do good.

What sets them apart, besides their timeless designs, is that they push the boundaries of sustainability and are committed to producing high-quality headwear using natural fibres such as straw, Australian wool and cotton.

An added bonus? For every hat sold, they plant 10 trees with Trees.org.

One hat sold, 10 trees planted.
— Will & Bear

Why plant trees?
Forests are natural air filters and water factories, as well as being a place of respite and peace so naturally for a business that was inspired from being on the road and in nature, they decided to help give back through restoration of forests.

Tree’s also help to maintain climate stability, combat desertification and land degradation as well as increase biodiversity, halt biodiversity loss and encourage species to return. On top of this, with their current work planting trees in Senegal, West Africa they are not only creating new forests, they also help to combat poverty and supply more jobs and waterways, as well as sustainable food sources, livestock feed and products to make and sell and create massive increases in income for the community of West Africa.  


Behind the Brand: 

An interview with Lauren Williams, the founder of Will & Bear.

What made you start Will & Bear?
A few years ago we were on the road travelling Tasmania and that’s were it all sparked. Spending time in the lusciousness of Tassie and its thick nature, Will & Bear was born. We started thinking about how we could give back to the places that gave us so much, whilst creating a product that is needed, especially in conditions like being on the road. 

What has been the most challenging thing you have uncovered since the beginning?
The admin! We’re both naturals at branding, marketing, and design but the huge amount of admin that goes along with running a business has definitely been one of the hardest parts. We are super grateful for Google and our smart friends who have a lot of good advice. 

Within the ethical fashion community, there's a big question that we ask which is 'who made my clothes?'. In the scope of Will & Bear, who made your hats? Can you tell us a bit about them?
We have several manufacturers, from Inner Mongolia to PRC. All of which we visit yearly to maintain a personal relationship with and ensure we are working with factories who operate ethically. This also helps us understand their business practices so we can be confident that all our partners are fair-trade, Reach and SGS approved. Our wool factory located in Inner Mongolia is a family run business that has been making hats for 50 years. Our straw factory in PRC outsources production to local communities where women can work from home. We were lucky enough to get to visit one of these women on our last trip, it was an amazing experience.


Why did you pick the fabrics or materials that you have chosen to work with?
Natural resources are being consumed at an alarming rate due to the extreme growth of fast fashion and we want to reverse this trend by celebrating slow fashion and contributing where we can to improve our environment.

As a business and individuals we’ve made a commitment to reduce our impact in any way possible, and so our very first range of hats were made from 100% Australian wool. Wool is a natural, biodegradable and renewable material that can be up-cycled. Since sustainability has played a major role from the start, from designs to every business decision we made, it is now a core value of ours and has been ingrained in Will & Bear ethos. As an evolving brand, we have stayed true by only using 100% natural materials since the start and were super excited to have our first up-cycled hat coming out later this year!

Best piece of advice you have ever received?
“Replace the fear of the unknown with curiosity”. It’s actually a quote, not a direct piece of advice but we took it just the same and remind ourselves of this regularly!

Why was it important to you to make your brand ethical?

As individuals, we wanted to make a positive impact on our environment, create a business that we as individuals would be proud to work for and create a community around those ideas. We designed a vehicle for change that you now see as Will & Bear and wanted to build something we could promote that aligned with our personal and business goals.

One tip you'd give to others who are wanting to start their own business?
Just start! Start by creating something you would be proud to represent. And don’t be scared to lean on the people around you. If it wasn’t for all the questions we asked and guidance we were given over the past 4 years Will & Bear simply wouldn’t exist.

Where do you envision Will & Bear in the future?
We would love Will & Bear to continue evolving and be a part of the wider fashion revolution.

What or who inspires you to do what you do on a daily basis?
Life on the road, when we’re on the road we have the most clarity, it’s where our best ideas and inspiration come from. This simple way of life brings fewer distractions giving us so much time to think. It’s also incredible meeting new and interesting people, or just being out in nature.

We are currently based in Byron Bay but are planning to move into our van and live on the road full time while travelling Australia for the next 12 months. We’re so excited to see what inspiration comes along with it.

Do you have a morning routine? If so what is it you do to set yourself up for the day ahead?
Loz (Will) Mediate or exercise to start the day is a must.

Alex (Bear) Surf or surf! Haha

One book everyone should read? Why?
Drawdown, it’s the most comprehensive plan ever proposed to roll back global warming. A super inspiring read. 

 One documentary everyone should watch? Why?
All the planet earth docos! There is so much we don’t know about our planet and even the smallest insight into how it all works can help people think a little deeper about their impact.

Are there any other Movers & Shakers our there in your world that you think people should know about?
Outland Denim! We love watching what this amazing brand is doing, they are going to make a real difference in the fashion industry. Really proud of them!


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