Black-owned brands on Zalando

At Zalando, we want to create a space for value-driven and authentic content, we partner with and empower diverse brands, to create a space where underrepresented customers can find products made for and by members of their own communities. Read more about the inspiring stories behind the Black-owned We Are We Wear and Aaron Wallace brands, and how we continue to build a carefully curated assortment that celebrates diversity and inclusivity on Zalando.

When Chelsea Williams and Nathalie Paul founded We Are We Wear, they had one goal in mind – to build a brand where both of them could find their sizes in the same place. As best friends who are about eight dress sizes apart and admire each other’s style, they could never shop in the same place. Feeling underrepresented and motivated to fill this gap, they started to work with each other to build We Are We Wear from scratch.

We Are We Wear has a finger on the pulse of its audience because the brand was created by two people who have experienced themselves the lack of size-inclusivity in fashion. The brand was born in a front room in London in 2019, out of a need to provide options to people who wanted to find lingerie and swimwear that would make them feel beautiful in their own skin and size. They quickly outgrew their front room and joined Zalando in 2021 with an extensive range of more than 180 size-inclusive pieces.

“Why does everything have to be so categorized?” says Natalie, “Everything you find in our assortment is available in every size – from XS to 3XL.”

84% of Zalando customers consider body positivity to be an important topic, whilst 67% of our audience has bought a brand for the first time because of their position on a socially relevant issue. We Are We Wear stands out for putting the representation of different bodies and sizes at its core, finally catering to an audience who wants to feel seen and represented by a brand.

Harnessing the power of business owners who understand their audiences intimately, Zalando can now provide a shopping experience designed for everyone. Partnering with brands like We Are We Wear means that we can offer a truly diverse assortment; by providing flawless choice, we cater to underserved customer segments through every size and style.

Aaron Wallace and his journey to founding a grooming line that catered specifically to Black men is another great example. He started his career as a barber in the South London neighbourhood of Croydon, often taken aback by how difficult it was to help his clients source products to address their beard, hair, and skin care needs. He felt as though he was sending them on a “treasure hunt” across town. And even when they arrived at the right shops, they were forced to search through an assortment of mostly women’s haircare to find the right products that were designed for them.

In the mid-2010s, the products available in the market for Black men were neither easily accessible nor high quality. It stemmed partly from the misconception that Black men didn’t care about their appearance and therefore, products were not marketed to them.

“I wanted to create a range of high-quality products that look premium, are vegan-friendly, good for the hair, and lack chemicals,” explained Aaron, “That ‘fresh haircut, left the barbershop’ feeling is what we wanted to put in a bottle.”

Thanks to Aaron Wallace’s vision, Black men can now access high-quality hair and skincare products that are made for and with them as the primary target audience in mind. By partnering with Zalando since 2021, Aaron was able to tap into numerous new markets – Germany, France, Italy, and more – bringing his products to Black men beyond the UK and across Europe.

As part of our do.Better strategy, we aim to become the Starting Point of Fashion that is welcoming to everyone all over Europe. With this as our focus, we are motivated to drive towards a more inclusive and diverse fashion e-commerce experience, in every category across price, size, or style. But that’s not all.

We want to build lasting relationships with partners from and for underrepresented communities and support them through their experiences with us. By bringing brands like We Are We Wear and Aaron Wallace to our customers, we want to show them that we care for their needs and are committed to being the platform where they can find all of their love brands.

With our commitment to onboarding 70+ Black-owned brands on Zalando, we welcomed Lisou, Dechase, and LVMH Prize winner Thebe Magugu to the platform. All three Premium brands bring a unique perspective to design, and a story of heritage and innovation.