Born from grief, designed for conversation.
Our journey began with a profound personal loss that reshaped our lives and the way we see the world. From that pain, we set out on a mission that is both simple and meaningful: to create a clothing line that not only makes you look and feel great but also sparks curiosity and conversations.
Just launched:
Our Mission
We believe that clothing can be more than just a statement of style—it can be a bridge to connect with others on a deeper level. Our designs are crafted to invite compliments and open the door to those often uncomfortable yet necessary conversations about grief and loss.
Born from a place of vulnerability and a desire to change the narrative around grief, our brand is dedicated to helping others feel seen, supported, and understood. Through our clothing, we aim to honour the journey of growth and the strength it takes to confront the difficult topics that touch us all.
Meet Natalie,
Waves was founded in 2023 by Natalie McNeill, inspired by the loving memory of her son, Cohan. After his passing, Natalie found herself drowning in grief, desperately searching for a way to stay afloat.
She discovered that getting outdoors and moving her body became a lifeline, a powerful tool for managing the immense sorrow she felt.
Whether it was a brief 5-minute walk or a longer session at the gym, those moments gave her the space to focus on something beyond the crushing weight of her thoughts.
Waves emerged from this deeply transformative journey. Natalie created the brand to offer comfort and inspiration to others navigating their own grief, providing them with the encouragement to find the joy in life again, in whatever form it may take.
