After a decade of impact in Future Tech, international recognition, and award-winning work, Dajana Eder stepped back from the spotlight last year to focus on her young son. But now, she is bringing to life an idea she has carried with her for more than two years – and it’s nothing less than a quiet revolution in slow fashion.

“In the fashion industry, women make up less than 17% of creative directors. Yet brands like Alo, Lululemon, or Adanola dominate the athleisure market, selling mostly to women while male founders profit. WÆRE is, among other things, a feminist act – reclaiming space in an industry built on women’s bodies but rarely led by them.” – Dajana Eder

bodysuits made for women, not against them

WÆRE’s first collection centers around the signature bodysuit – designed “from night to day.” A piece that transitions seamlessly: styled as an evening outfit, ready for matcha and pilates in the morning, and polished enough for work. No change needed, no compromise.

innovation in fabric & feel

The bodysuits are made from TENCEL™, SeaCell™ and Roica® V550 – premium fibers known for their sustainability, breathability and optimal stretch. This combination ensures the fabric feels like a second skin: soft, supportive, and built to last.

But what truly sets WÆRE apart? Comfort.

“Sustainability is not the focus of this brand – it’s the standard. I want to solve a problem that so many women face with bodysuits: tight seams and uncomfortable closures. Our bodysuits are free from all of that.” – Dajana Eder

from future tech to future fashion

Known internationally for her pioneering work in Future Tech and her commitment to gender equality in leadership, Dajana has collaborated with companies like Mastercard, Google, and Meta. She was recognized for building inclusive platforms and awarded multiple times for driving innovation.

Now, she’s channeling that same energy into fashion that empowers women. By removing discomfort, pressure, and unnecessary complications, WÆRE is not just creating athleisure wear – it’s creating freedom.

WÆRE is live. The waitlist is now open – with a limited-time special offer. Join the waitlist at waere.me

built with expertise & community

For this launch, Dajana collaborates with an advisory board of experts in e-commerce, sustainability, and brand building. The project is supported by business angels and small-ticket investors – with a special focus on women who want to invest in female-founded brands. Interested investors can reach out directly via hi@dajanaeder.xyz

Equally important is her community-first strategy: WÆRE grows by bringing people along on the journey. Through Instagram, followers become part of the process – witnessing challenges, progress, and behind-the-scenes decisions – making the brand as transparent and authentic as its mission.