About

WAY the Label is a sustainable and ethical clothing brand founded in 2016 by University of Minnesota design graduates Heidi Woelfle, Regena Yu, and Abby Zamis. Born in Minneapolis, the brand grew out of a shared vision: to create timeless clothing with modern design details while rethinking what responsible fashion can look like. Every piece is designed, patterned, and produced by us — keeping the entire process in-house so we can ensure quality and care at every stage. We work exclusively with vintage, deadstock, and secondhand fabrics, which means our collections are made in small batches and often in limited quantities. This not only gives each garment a sense of rarity but also allows us to minimize waste. Our zero-waste commitment goes even further: we save and reuse 100% of our fabric scraps and remnants, transforming them into accessories and new designs rather than letting them go to waste.

WAY is defined by its tailored, easy-to-wear separates and thoughtful silhouettes — pieces meant to be mixed, matched, and reimagined season after season. Many of our most loved designs return in fresh fabrics and colors, allowing you to build a wardrobe that feels both familiar and ever-evolving. At our core, we believe clothing should be well-crafted, versatile, and made with respect — for the people who wear it, the people who make it, and the planet we all share.

Regena Yu

Regena Yu helps to design, produce and market each of WAY’s seasonal collections as well as lead the brand marketing including content creation, social planning, and events. Her background includes apparel/product design, marketing, and creative direction. In her free time, she likes to travel, camp, and go hiking.

Heidi Woelfle

Heidi Woelfle contributes to the design, patterning, manufacturing and styling of WAY’s clothing and accessories. Her background is in apparel design and she currently works in research for wearables. She spends her free time hiking, reading, watching basketball, and tending to her ever-growing plant collection.

Abby Zamis

Abby Zamis assists with WAY’s marketing and branding. She designed WAY’s branding and continues to build digital and physical branding assets. Her background includes brand and product strategy, social media management, and events. She has worked in many local Minneapolis apparel-related roles.