In your own way... is about being inspired to follow your dreams in the way that best suits you. In your own way.

For me IYOW started with a women's clothing line made from sustainable Merino wool and when my own little one came along that naturally morphed into IYOW Baby.

Here's how I did it in my own way.

As a woman taking up a new sport – snowboarding - I did what most women would do, I went shopping.

Excited about being out in the mountains once again, I wanted to get all the gear I needed to be comfortable, and of course, fashionable! As I started to shop around, I was amazed that I could not find base layer clothing that actually looked great.

As I continued my search, I found myself designing the perfect top. And somehow, my desire to start snowboarding turned into an idea for a new company, and what started off as a base layer top turned into a whole new fashion line.

As a new mum adjusting to motherhood, I did it again, I went shopping. Disappointed by what I found, I thought why not make baby clothes and accessories out of Merino wool? Is it, after all, a great fabric for babies and why shouldn't my little one also have access to this fabulous fabric?

In your own way is about bringing a part of yourself into everything that you do.

For me it was to start a clothing company that would be run in a socially and environmentally responsible manner for the growing number of women, and babies following their dreams... in their own way...

In my own way.

Paola Sallusti

Founder