Our Story
Welcome to Wae West, where creativity meets empowerment and sustainability. Our playground celebrates self-expression while fostering a deeper connection to individuality and the planet.
Twenty years ago, a dream was born—to bring expressive, whimsical, and uniquely charismatic fashion to life. Today, Wae West embodies that vision, specializing in lingerie and festival clothing. Each piece reflects the artistic flair of our founder, Genna-Wae Webster, weaving together fantasies of ethereal beings and superhuman forces.
With our lingerie line, we’re not just about looking good; we’re about feeling bold, embracing sexual health, and exploring your sensuality with a fresh confidence. At Wae West, we believe that self-awareness is sexy, self-love is power, and real freedom means loving yourself just as you are. We’re here to help you make empowered choices about your body, life, and style—leaving judgment behind and journeying westward into your truest, most expressive self. Welcome to Wae West, where the trailblazers live, love, and play without limits.
What’s Her Backstory?
Genna-Wae’s journey has been one of reinvention, passion, and determination. Without formal education in clothing design, she rose through the ranks of the commercial clothing sector, achieving upper management in just five years—a testament to her relentless work ethic and ingenuity.
While excelling in the competitive commercial market, Genna-Wae nurtured her love for distinctive, eccentric designs. She pioneered the introduction of locally made novelty clothing into the commercial space, with her creations, like Naughty Nurse and French Maid costumes, flying off the shelves. This early success laid the foundation for her first small-scale factory, where she trained and employed six disadvantaged women to craft intricate designs for brand activations, private clients, and boutiques.
In 2012, Genna-Wae’s talents earned her a spot as one of the first three KZN creatives sponsored to showcase at Mercedes Benz Fashion Week Jhb. This experience inspired her to establish SAM—South African Made—a sanctuary for local creatives.
SAM: South African Made
Starting as a small pop-up shop, SAM housed 16 local creatives spanning clothing, accessories, and decor. Its success led to a permanent location in Umhlanga, eventually showcasing 45 creatives. Despite the challenges of a recession, Genna-Wae prioritized ensuring her staff found alternative employment before closing SAM and her factory, paving the way for her next chapter.
Rebirth: The Birth of Wae West
Guided by resilience and an ever-evolving vision, Wae West was born—a celebration of individuality, creativity, and empowerment. The brand invites everyone to embrace their authentic selves. Genna-Wae believes in taking calculated risks, learning from setbacks, and pursuing dreams with unshakable resolve.
Why Wae West?
Wae West isn’t just a play on Genna-Wae’s name; it’s a call to freedom, exploration, and self-expression. Our collection celebrates singularity, with each piece crafted to empower the wearer. Our made-to-order approach ensures minimal waste while offering exclusivity and sustainability. Though most designs are locally crafted, we maintain full transparency for globally sourced treasures.
What We Stand For
Wae West inspires uninhibited self-expression and self-love. Our lingerie line isn’t just about looking fabulous—it’s about feeling bold, embracing sexual health, and exploring sensuality with confidence. Through our platform, we provide resources and access to professionals who address vital topics like sexuality, sexual health, and intimacy, encouraging open and informed conversations.
We believe self-awareness is the ultimate allure, self-love is your superpower, and freedom begins with embracing the magic of who you are. Building your best self is an inside job, and Wae West is here to help you on that journey—one step, one piece, one bold choice at a time.
Dare to Dream
Thank you for your curiosity about Wae West. We invite you to explore our collection and discover how we can help you express your truest, most radiant self. With Wae West, your journey into the extraordinary awaits.
Hour Of Operation
| Monday: | 08:00-17:00 |
| Tuesday: | 08:00-17:00 |
| Wednesday: | 08:00-17:00 |
| Thursday: | 08:00-17:00 |
| Friday: | 08:00-17:00 |
| Saturday: | Closed |
| Sunday: | Closed |
Career
If you’re interested in employment opportunities at waewest, please email us: tease@waewest.com
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