WE Fashion apparel

WE Fashion, commonly known as WE, is a prominent international fashion retailer with roots dating back to 1917. Originally established by E.H. de Waal in Amsterdam as a menswear wholesaler, the brand evolved through the 20th century, notably operating under the retail names 'Hij' (He) and later 'Zij' (She) before unifying under the WE Fashion identity in 1999. The brand is recognized for its 'Casually Stylish' approach, focusing on versatile, modern collections designed in-house.

Manufacturing for WE Fashion is conducted through a globalized supply chain. While design and strategy remain centered at the European head office in Utrecht, Netherlands, the physical production of garments takes place in various countries known for textile expertise. This includes major production hubs in China, India, Cambodia, and Turkey. The company maintains a strong commitment to transparency, frequently publishing supplier lists to monitor working conditions and sustainability standards across these locations.

Today, WE Fashion is a vertically integrated company owned by Logo International, a Dutch investment group led by the de Waal family. Under this ownership, the brand has expanded its footprint across Western Europe and significantly grown its e-commerce presence through its own webshop and major European online platforms. As of 2026, the company continues to focus on digital transformation and sustainable fashion initiatives.