About WIELD · Your money is power
Better choices, made easY.
WIELD is an evidence-backed shopping intelligence app designed to make better purchasing decisions easier at the moment they matter.
WATCH WIELD AT WORK
The gap
Responsible shopping asks too much of most people.
You want what you buy to reflect what you believe in. But finding out whether a brand lives up to its claims can take hours: decoding sustainability reports, digging into labor practices, comparing materials and jumping between a dozen tabs. And that’s before you’ve found the actual piece you’re shopping for. So the easiest option usually wins. It’s not that you don’t care. It’s that caring has been made hard.
WIELD closes that gap. Right on the product page, it weighs the evidence about the garment in front of you and shows you alternatives that are better for people and planet, without compromising style or price. You get to shop with confidence and spend like it matters. Because it does.
What we believe
The power of consumers
Every dollar you spend is a vote for the values of the brand behind it. WIELD was built on our founder’s experience in advocacy and movement-building, and on one simple premise: when the barriers come down, shoppers move markets. A single purchase can’t replace policy or corporate accountability, but it does send a signal about what you’re willing to support. Multiply that signal and you have a movement. Your money is power. Wield it well.
Progress, not perfection
WIELD does not claim to solve overconsumption, nor are our recommendations perfectly sustainable (there’s no such thing). It meets people where they are: at a moment when a purchase is already being considered. By making a lower-harm, higher-quality choice easier today, WIELD helps build the knowledge, confidence and collective demand for a better future.
Over time, WIELD aims to help transform a fast-fashion shopper into a connoisseur of quality and conscious fashion: someone whose wardrobe becomes more distinctive, more durable, and reflective of the values they want to see in the world.
Your money is power.
Wield it well.
About our founder
It started with a dress.
In 2018, I was eight months pregnant and sitting at my dining-room table trying to find something to wear to an environmental nonprofit gala. As the leader of an environmental organization, I wanted what I wore to reflect the values I represented professionally. I also needed it to fit my budget, my style, my body, and the occasion.
It took hours. Maybe days.
After researching brands, materials, labor practices and sustainability claims, I finally rented a shocking-pink, form-fitting dress. I loved it, and renting made perfect sense for something that would have become obsolete almost immediately. But the experience left me crestfallen. If conscious shopping required this much time and self-education from someone already steeped in environmental work, how could it ever scale to the mainstream for real impact?
I knew there was an answer out there, but didn’t know what it was yet. So I started a spreadsheet of brands I had researched and trusted, which became my self-curated shopping directory for years to come. More conscious brands and platforms emerged, giving the conscious shopper plenty of choice, but still not solving the research problem. Each one still had to be discovered, visited, searched and evaluated individually. The sustainable marketplace was asking consumers to do too much. A degree in psychology and years helping to build and sustain environmental movements taught me this: culture shifts are rooted in behavioral change, and durable behavior change requires the elimination of barriers.
A FAMILY OF MAKERS
My relationship with fashion is personal and shaped in large part by a family history in counterculture. In my early thirties, I launched a bespoke clothing line. My mother, an artist who fancied herself a misfit and celebrated fierce individualism, helped me sew my entire first collection while my father built custom rolling racks. The art of sewing had been passed on to her from her mother and her mother’s mother, who had immigrated to the US from what was then Bohemia. These women understood clothing and the ability to sew as survival. Their family subsisted on the food they could grow and wore the clothes they could make and pass down to younger siblings. My dad was a ‘recovering hippie’ who instilled in me a strong allegiance to questioning authority.
WIELD brings together my reverence for heritage craftsmanship, social values, and the disciplines that have shaped my life: psychology, behavior change, climate and environmental impact, movement-building, and counterculture. I believe fashion can be better than the sameness and insecurity it so often sells us.
My hope is that WIELD helps people build wardrobes of resistance, filled with high-quality, distinctive pieces they truly understand: garments made to be worn, loved, repaired, remembered and kept. I want the fast-fashion shopper to become a connoisseur of quality and to reconnect to clothing as a mode of self-expression, not conformity.
Style is alchemy. Money is power. Deploy both with intention and you become the force for real change.
Happy shopping!
Marissa Christiansen, Founder