Áwet New York, the namesake luxury livewear brand of a New York-based entrepreneur Áwet Woldegebriel, is soon launching products that will be manufactured in New York City with the hiring of family-owned garment businesses that have been hit by the Covid pandemic. Through this initiative, Áwet New York reaffirms its commitment to the local garment industry, which was already in bad shape even before the pandemic, and is now almost decimated.
Áwet New York will market garments that are 100 percent made in New York City. Care will thus be taken to ensure that all products and related accessories, such as tags, labels, banners, postcards, or the website, etc., are produced in New York. The move is in line with Awet’s dual-mission of making the most comfortable luxury livewear line and supporting local garment workers by making the products 100 percent made in New York.
The decision to localize production in NY is aimed at encouraging the local garment industry that has the capacity and talent to meet exacting standards set by Áwet for its products. Family-owned garment houses would especially benefit from Awet’s strategy to produce locally and market globally.
The brand offers a variety of products such as caps, hoodies, and runners for a start. All products are crafted with a blend of pure cotton fibers sourced from the world’s leading cotton farmers. They are then enriched with a silky sheen and finish to provide plush comfort for the user.
“My father started his career as a tailor. So I have a special place for garment workers. They say when you’re an entrepreneur, you’re betting on yourself alone, but I’m betting on the amazing garment workers I met along the way. That’s a bet worth taking,” says Woldegebriel.
Woldegebriel’s father, an Eritrean tailor in Ethiopia, spent 30 years of his life through war and chose the name ‘Áwet’ (Victory) for him when the war ended. By choosing to call his namesake brand by the same name, Woldegebriel, 28, is sending out a strong message of support to the local garment industry to emerge victorious from the pandemic.