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Wae West Studios
Wae West Studios is a creative sanctuary where artistry, craftsmanship, and individuality meet. Founded by designer and visionary Genna-Wae Webster, our studio brings one-of-a-kind garments to life, each piece nurtured from concept to creation under one roof. Whether it’s expressive lingerie, fantasy-driven festival wear, or custom couture, Wae West Studios is a place where clothes become stories, and self-expression takes center stage.
The Heart of Wae West Studios
Wae West Studios was born from a lifelong devotion to creativity, self-expression, and conscious craftsmanship. After two decades pioneering whimsical, boundary-breaking fashion, Genna-Wae envisioned a space where artistry, empowerment, and sustainability could live together, beyond trends, beyond limits.
Our studio is more than a workspace. It’s a playground for dreamers, a retail haven for the expressive, and a manufacturing hub where handcrafted pieces come alive through skilled hands and imaginative minds.
Every garment is infused with Genna-Wae’s signature flair, ethereal, edgy, unapologetic, and meticulously brought to life by a passionate team dedicated to quality, innovation, and ethical production.
At Wae West Studios, we create with purpose:
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To empower individuality
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To celebrate sensuality
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To support local craftsmanship
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To tread lightly on the planet
This is where the whimsical becomes wearable, and where you’re invited to explore the most expressive version of yourself.
Where imagination is stitched, shaped, and brought to life.
From Reinvention to Revolution
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Genna-Wae’s journey is woven from grit, creativity, and reinvention. With no formal fashion schooling, she rose to upper management in the commercial clothing sector within five years, proving that talent and determination can outshine the traditional path.
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Her love for eccentric, expressive design led her to introduce novelty and fantasy-wear into the commercial space long before it was trendy. From runaway Naughty Nurse costumes to French Maids that flew off shelves, her work sparked what would become her first small-scale factory, where she trained and employed six women to craft for boutiques, activations, and private clients.
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In 2012, her artistry earned her a place among the first KZN creatives to showcase at Mercedes-Benz Fashion Week Johannesburg, a turning point that inspired her to build SAM: South African Made, a curated space that supported over 45 local creatives during its peak.
After navigating recession challenges with integrity and ensuring her team found new opportunities, Genna-Wae shifted toward her next evolution:
Wae West.
A rebirth.
A revolution.
A space where creativity, empowerment, and craft could merge into something extraordinary.
Fashion Alchemy: Our Studio Services
Where ideas are sketched, patterns are cut, fabrics are sculpted, and magic comes to life.
The Studio (Our Creative Hub)
Where ideas are sketched, patterns are cut, fabrics are sculpted, and magic comes to life.
We handle:
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Patternmaking
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Sampling
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Small-batch production
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One-of-a-kind creations
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Experimental textile work
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Bespoke lingerie & festival wear
Retail Space (Our Playground of Treasures)
A curated, intimate shopping experience featuring:
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Wae West made-to-order originals
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Seasonal drops
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Limited-edition fantasy pieces
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Hand-picked global treasures with full transparency
The Atelier Experience
Clients can collaborate directly with Genna-Wae and the team to bring their ideas into reality, bridal, couture, performance, editorials, and custom creative projects.
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This is fashion without rules. Creation without limits.
