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Inside Whelk
The journey to truly sustainable headwear
- Proudly based in the Eastern Townships of Québec
Our Origins
Whelk began as a passion project in 2018, when we were still in university. Just a few students selling caps to friends and family. From the start, we wanted to do more than just make gear; we wanted to give forward. So we pledged to donate a portion of every sale to ocean-cleaning efforts.
After our first year, we handed over our first check to a marine nonprofit. While they appreciated the support, they also pointed out something we hadn’t considered: our plastic brims could eventually break down into microplastics, polluting the very oceans we set out to protect.
That moment changed everything.
We spent the next three years researching, testing, and rethinking everything. Plastic was hard to beat for strength and flexibility, but we became obsessed with finding a smarter alternative. The breakthrough came when we found a special ingredient that lets our brims biodegrade at the end of their life cycle, without sacrificing durability or comfort.
In 2023, we launched our first Blutech cap, featuring a brim designed to biodegrade at the end of its life. That was the start of a new standard for what headwear can be.
What We Stand For
Our mission is to foster the adoption of sustainable fashion by offering ethical goods designed to last a lifetime.
Our DNA
Operational Sustainability
Although we’re in the business of doing better, we know that our products will paradoxically always have a social and environmental impact. Unlike fast fashion brands who sprint and cut corners for short-term gains, we’re in it for the long haul.
Crystal Clear Transparency
In a world full of vague claims and buzzwords, we believe honesty is the antidote to greenwashing. We refuse to sugarcoat the truth, even if it means addressing uncomfortable realities.
Naive Optimism
Our vision for sustainable headwear sprouted from constructive feedback. At the time, our knowledge of the fashion industry was very limited, and little did we know the challenges ahead. It’s this relentless pursuit to achieve our goal that got us here and will continue to push us forward.
Curious Inner Child
As we mature, we often lose the innate curiosity and eagerness to learn that once defined our childhood. Yet, it’s this very curiosity that sparks ideas and drives innovation. Not every idea will work out, but by exploring and constantly learning, we discover game-changing ideas that can shape the future.