One of Indonesian fashion retail brand which currently focused in women jeans, established in 2018. WAUW itself stands for “What are you wearing?” as most of the brand’s customers are millennials and gen Z. The brand focuses in creating jeans products that could accommodate to Indonesian and their living style. The material is created to be worn comfortably in Indonesian tropical climate. The brand proudly supports local tailors and seamstresses in the area, created and designed by a group of talented Indonesian youth. Promising good quality and great satisfactory level for the customers, without leaving out the subject of being affordable and stylish.