Our Story
WayForward is a luxury chic, genderless fashion brand rooted in the art of handcrafted embroidery and premium craftsmanship. Every piece we create is a testament to high end artistry — designed for those who refuse to blend in and demand clothing that tells a story.
Our collections are born from collaborations with skilled artisans who bring luxury embroidery and handcrafted detail to every garment. Each stitch is intentional, each design unique — elevating everyday street style into a high end fashion experience that is both timeless and deeply personal.
Quality is at the core of everything we do. Our garments are crafted from 100% Pima cotton — one of the world’s finest and most sought-after fabrics, known for its exceptional softness, durability, and lustrous finish. This premium quality cotton is the foundation of every WayForward piece, ensuring that luxury is not just seen, but felt with every wear.
At WayForward, we believe that luxury chic fashion should be sustainable, transparent, and meaningful. We honor the time and expertise of every artisan behind our pieces, and we offer custom embroidery and handmade patches so you can make each garment truly your own.
You can find us nestled in the heart of the West Village, New York City — a neighborhood as creative and spirited as the brand itself. Our boutique at 330 Bleecker St, West Village, NY has become a true part of the community, a destination where locals and visitors alike come to discover wearable art. Whether you’re a New Yorker or exploring the West Village for the first time, we invite you to stop in and experience WayForward in person.
Discover a fashion journey where high end craftsmanship, luxury embroidery, and chic genderless design converge — because the way you dress is the way you move forward.
Meet the Founder
Caterine López is the founder and creative force behind Way Forward — a West Village embroidery studio redefining personalization through craftsmanship and emotion.
Originally trained as a lawyer in Colombia, López made a decisive shift to fashion, moving to New York to study at Parsons School of Design, where she graduated with honors. She further expanded her creative perspective through summer programs at Parsons Paris and Polimoda in Florence — bringing a truly global design sensibility to every piece she creates.
In February 2022, she launched Way Forward with a small pop-up in the West Village, in a space generously lent by a friend. What began as a temporary experiment quickly evolved into something far more permanent. By October 2022, after months of building and refining her vision, she officially opened her first store — rooted in the very neighborhood that inspired it all.
Deeply embedded in the West Village community, Way Forward has grown alongside a loyal and supportive network of locals and creatives who continue to shape its identity. Today, the brand is recognized for its one-of-a-kind embroidered pieces, custom dog motifs, and elevated personalization — blending handcraft with modern design.
López’s work celebrates a powerful idea: that clothing can carry memory — transforming everyday garments into meaningful, lasting objects that tell your story.
