about

WAY the Label was founded in 2016 by University of Minnesota design graduates Heidi Woelfle, Regena Yu, and Abby Zamis. Woelfle, Yu, and Zamis combined their passions, skill sets and design aesthetics to create WAY, a brand which aims to create timeless, well-crafted clothing using sustainable and ethical practices. The brand is defined by its tailored, easy-to-wear separates with unique and interesting details.

Regena Yu

Regena Yu helps to design, produce and market each of WAY’s seasonal collections as well as lead the brand marketing including content creation, social planning, and events. Her background includes apparel/product design, marketing, and creative direction. In her free time, she likes to travel, camp, and go hiking.

Heidi Woelfle

Heidi Woelfle contributes to the design, patterning, manufacturing and styling of WAY’s clothing and accessories. Her background is in apparel design and she currently works in research for wearables. She spends her free time hiking, reading, watching basketball, and tending to her ever-growing plant collection.

Abby Zamis

Abby Zamis assists with WAY’s marketing and branding. She designed WAY’s branding and continues to build digital and physical branding assets. Her background includes brand and product strategy, social media management, and events. She has worked in many local Minneapolis apparel-related roles.