How We Validate Brands and Products

This system helps consumers make informed choices and provides a transparent and straightforward way to support businesses that align with inclusivity, fairness, and environmental stewardship.

Birds symbolize our brands, representing a value, a community, or a group advancing through purposeful efforts. Like in the wild, there is always a birdwatcher—observing, admiring, and ensuring their efforts are recognized and documented in the Bird Registry.

BIRDWATCHER: Our Lens for Conscious Efforts

While WONENA’s primary goal is to amplify the voices of our 'birds' (brands), the BIRDWATCHER's goal is to observe and highlight the deliberate strides these brands make toward building a better world.

By completing a short questionnaire, we identify and recognize brands that have made meaningful strides in sustainability, ethical labor practices, and social impact. Once a brand is approved and confirmed to meet our Minimum Required Value, we showcase it and its values across our website and feature it in our Valued Brands Directory, also known as the Bird Registry.

Wonena Birdwatching
BIRDWATCHER isn't just a rating—it's a signal that highlights the brands genuinely making a difference, ensuring their efforts are visible and celebrated.

How We Evaluate Brands

Brands are assessed through the Birdwatcher Questionnaire, ensuring they align with at least one of our core principles:

🔹 Planet – Sustainability through eco-friendly materials, responsible sourcing, and waste reduction.
🔹 People – Fair labor, diversity, inclusion, and community empowerment.
🔹 Ethical Values – Transparency, accountability, and integrity in business practices.


We prioritize transparency and are committed to amplifying our brands' efforts for our customers. We regularly evaluate their impact on People 💚 and the Planet 🌎, staying updated on their labels and certifications to ensure their dedication to sustainability and ethical practices.

We offer a space to grow for brands that may not yet meet these standards but are actively working toward improvement. WONENA is a platform for brands committed to progress, and we’re here to support them every step of the way.

Wonena's BIRDWATCHER is the tool that will help you find the right products and brands to match your values.

  • People Values (Human-Centric Principles)

    These values focus on the well-being, rights, and dignity of individuals involved in or affected by the fashion industry. They are strictly about human impact.

    People Values 

  • Planet Values (Environmental Principles)

    These values focus on minimizing the fashion industry's impact on the environment and promoting sustainability. They are strictly about ecological impact.

    Planet Values 

  • Ethical Values (Moral and Governance Principles)

    These are moral principles that guide behavior and decision-making, ensuring actions are just, fair, and morally sound. Validators in this group ensure integrity and accountability in practices.

    Ethical Values 

Some of Our Curated Collections