Slow Fashion: Yiying Wang of Noodoll On Why They Are Embracing Slow Fashion and Renewable Consumption
An Interview with Martita Mestey
Believe in Your Creativity and Be Authentic: From the very start of Noodoll, I wanted to create something that truly reflected my creativity and imagination — something that made me genuinely happy. It’s crucial to develop your own identity and not get lost in what everyone else is doing. Stay original and authentic, because people are drawn to unique things
As ‘slow fashion’ grows in popularity, more fashion companies are jumping on the bandwagon. Renewable consumption has been gaining popularity for a while, as people recognize its importance, and many fashion companies want to be a part of this change. In this interview series, we are talking to business leaders in the fashion industry to discuss why they are embracing slow fashion and renewable consumption. As a part of this series, I had the distinct pleasure of interviewing Yiying Wang. Yiying is the founder and creative force behind Noodoll, a London-based design brand known for its handcrafted plush toys and commitment to slow fashion principles. Originally from Taiwan, Wang developed the concept for Noodoll while studying at Central Saint Martins, drawing inspiration from her cultural roots and childhood love of plush toys. Her work emphasizes sustainability through small-batch production, lifelong repair services, and a circular economy model, including initiatives like Noodoll Surgery and a Pre-Loved collection. Driven by authenticity, emotional storytelling, and ethical production practices, Wang has cultivated a loyal global following while resisting pressure to scale at the expense of her values. Through Noodoll, she continues to advocate for mindful consumption and products made with love, care, and purpose.
Thank you for joining us! To start, can you share a bit about your early background and how it influenced your journey into slow fashion?
Noodoll was born from my imagination while studying Design at Central Saint Martins in London. Inspired by the shapes of noodles and rice from my hometown, Taiwan, I created Noodoll and Rice Town as part of a story. After graduating, I was lucky to find a company that believed in my vision and helped bring my characters to life as plush toys. Seeing that first little character in plush form was truly magical — it inspired me to create more friends for him.
By 2011, I decided to fully dedicate myself to Noodoll, building a brand focused on joy, comfort, and lifelong companionship. I’ve always believed plush toys have a life of their own, forming deep emotional connections with people over time. Noodoll was never about fast trends — it’s about meaningful design, sustainability, and creating companions that stand the test of time.
What inspired you to pursue a career in slow fashion, and can you share the story behind your decision?
I have been obsessed with plush toys since childhood. I never threw any away because, to me, they weren’t just objects but little beings with unique souls. I have always seen a reflection of myself in them; they were my source of comfort and support. But over time, some became worn or broken, and I wished there was a way to bring them back to life.
That’s how the idea of creating a slow toy brand was born — I wanted to offer lifelong repair and upcycling services so no plush toy would ever have to be discarded. This way, every plush lover can keep their beloved companions healthy and happy, ensuring no souls — human or plush — are ever lost. To me, slow fashion isn’t just about sustainability — it’s about dedicating love and care to the things we create and passing that energy on to those who receive them.
Who is your fashion hero or heroine, and why do they inspire you?
I don’t have a typical fashion heroine, but I’ve been inspired by many female-owned independent brands, such as the British lifestyle brand Donna Wilson and the French pet products brand The Painter’s Wife. Their creativity has deeply inspired me, and as a female-led brand, we share many common goals and challenges in both our careers and lives. It’s always a pleasure and motivating to meet like-minded people who are truly passionate about what they do.
What’s the most intriguing or memorable experience you’ve had since starting your career in slow fashion?
For me, the most memorable moments are always when we hear from our customers and realize that our products have brought them strength and love.
The other day, I received a video on Instagram that took me by surprise — a girl walking into a tattoo shop to get a Ricespud (our most famous Noodoll character) tattooed on her shoulder. At first, I was flattered and excited to see someone love our character that much.
But as I learned more about her story, I was heartbroken to find out that she was born with a rare neonatal lung disease, which later developed into congenital heart disease. With no cure available, she had been placed on the waitlist for a double lung transplant. In one of her photos, she was lying in a hospital bed, holding our Ricespud plush close to her chest, with the caption: “Two tired little potatoes.”
It was heartbreaking, but at the same time, I felt incredibly grateful that our plush toy could provide her comfort during such a difficult time. It reaffirmed my belief in the power of slow toys — that something made with love and care can offer real emotional support. Time has a kind of magic, and the love we put into creating each plush toy gives them a soul, allowing that love to be passed on.
As a successful leader in the industry, which three character traits have been key to your success? Can you provide a story or example for each?
- Believe in Your Creativity and Be Authentic: From the very start of Noodoll, I wanted to create something that truly reflected my creativity and imagination — something that made me genuinely happy. It’s crucial to develop your own identity and not get lost in what everyone else is doing. Stay original and authentic, because people are drawn to unique things.
- Be Persistent and Passionate: When I first started Noodoll, I spent a lot of time and money at tradeshows, standing at my booth for days, smiling, and talking to people. I remember investing a lot into creating a stunning display, only to walk away with just one customer. It was tough, but I knew success doesn’t happen overnight. Each time I felt discouraged, I reminded myself that I was doing what I love. When you’re passionate and persistent, that energy will eventually resonate with others.
- Stay True to Your Brand’s Core: I have been approached by big companies, like Costco, offering to sell our products in their stores. The potential profits were tempting, but I knew mass-producing our toys would dilute our value and weaken the special connection people have with them. And we have always focused on small-batch production, made with care and attention to detail. It wasn’t an easy decision, but staying true to our values — no matter the pressure to expand — is what keeps our brand authentic.
How does your company embody and implement the principles of slow fashion, and what motivated you to adopt this approach?
People tend to get caught up in the allure of new, shiny toys, forgetting about their beloved old toys left in the corner. Unfortunately, traditional disposal methods for toys often lead to unnecessary waste. Many recycling centers don’t accept stuffed animals, leaving them destined for overcrowded landfills.
At Noodoll, we are committed to breaking this cycle and championing a circular economy, where toys find new life through reuse and sharing models. With an astounding 162 million unused toys in the UK alone, we encourage people to rethink toy ownership and embrace sustainability. We embody sustainable practices through our ‘Friends for Life’ project. This initiative is all about extending the life of our plush toys and reducing waste. We offer lifelong repairs and upcycling services through our ‘Noodoll Surgery’ and ‘Noodoll Pre-Loved’ range.
Noodoll Surgery
At Noodoll Surgery, we provide free lifelong repairs for any Noodoll plush, from sewing and stuffing to cleaning. After their treatment, old Noodoll toys look as good as new and are ready for more adventures.
Noodoll Pre-Loved
Our Pre-Loved shop is all about upcycling toys and giving them a second chance. Our goal with this project is to change the way people view second-hand plush toys. We take unwanted Noodolls, give them a refreshed look, and find them a new home. Each upcycled toy is carefully decorated with handmade fabric bandages, symbolizing its journey to a second life.
Through Friends for Life, we’re not only embracing sustainability but also ensuring that every toy we create or refurbish is filled with love and care. It’s a win for both our customers and the planet.
What measures does your company take to ensure the sustainability and ethical integrity of your supply chain and production processes?
As a small, independent, female-led business with a close-knit team of six, we believe that friendship begins the moment we start creating.
Our products are made in small batches in collaboration with an ethically-run factory in Taiwan, a partnership that has flourished for over thirteen years. Most of the skilled workers in our factory are women over 50, whom we affectionately call “aunties.” Each Noodoll toy is hand-sewn with care and dedication, one stitch at a time.
Transparency is important to us, which is why we love sharing behind-the-scenes moments from our design and production process on social media. From initial sketches and sampling to final production and photoshoots, we bring our community along every step of the way. We also value their input, often asking for suggestions and feedback. After all, Noodoll is born from everyone’s wishes, and that’s what makes us so special.
Can you tell us about the materials you use in your products and how you ensure they are sourced sustainably?
We use high-quality, durable fabrics designed to withstand years of cuddles and washes. As part of our commitment to sustainability, we are actively exploring 100% recycled cotton options for our plush toys. To ensure ethical sourcing, we work exclusively with certified suppliers and personally visit their factories to verify that their materials, working conditions, and labor practices meet our high standards.
While we acknowledge that even with 100% recycled cotton, our plush toys are not yet fully biodegradable, we are committed to educating people about cherishing their toys as lifelong companions. We also promote upcycling to give forgotten plush friends a second chance to be loved.
Could you share some examples of how your company’s practices have benefited local communities or the environment?
Our Pre-Loved Collection has been a huge success. Fans eagerly anticipate each launch, often waiting days in advance, and every drop sells out within an hour. Each Pre-Loved plush toy requires around 70% less fabric to restore and produces 65% fewer emissions compared to creating a brand-new toy. This proves that people love the idea of giving plush toys a second life and appreciate the unique stories behind each one. We are continuously shifting people’s mindset toward second-hand toys, subconsciously planting the seed of sustainability in their minds and fostering a community that values reuse and environmental responsibility.
What initiatives are you undertaking to educate consumers about the significance of slow fashion and sustainable consumption?
Instead of lecturing people about sustainability, we focus on storytelling. We encourage our customers to see their plush toys as lifelong companions with unique souls and personalities. Every character has a name, strengths, weaknesses, and a story — just like every human being. By sharing the life stories and struggles of each Noodoll character, customers often recognize their own vulnerabilities in these plush toys. Sometimes, we all feel like a helpless little plush, rolling through life, unsure of what’s next.
When people form an emotional bond with their toys, they naturally want to care for them rather than replace them. The magic of slow toys is that the longer you keep a plush companion, the stronger the bond becomes. Sustainability isn’t something you force — it’s something people embrace when it holds real meaning in their lives.
What are three essential things everyone should understand about slow fashion?
- Quality Over Quantity: Slow fashion emphasizes creating high-quality, durable pieces that are made to last, rather than focusing on mass production or quick trends. The idea is to invest in fewer, well-crafted items that stand the test of time, both in terms of style and longevity.
- Mindful Consumption: Slow fashion encourages a shift away from fast, impulsive shopping habits toward more thoughtful purchasing decisions. People tend to be more careful with their purchases and are less likely to discard items if they are of good quality, higher price margins, and ethically produced.
- Ethical Production: At the heart of slow fashion is a commitment to ethical production practices. This includes ensuring safe working conditions, using environmentally responsible materials, and, most importantly, being transparent and upholding the brand’s sustainable and ethical values.
Thank you for all that insight. Now, let’s dive into the core of our interview: What are the “5 Key Elements to Leading a Successful Slow Fashion Brand”? Please provide a story or example for each.
- The Magic Lies in Time. Good products take time to create. Thoughtful design, careful craftsmanship, and attention to every detail are what make a product truly special. Building strong relationships also takes time. Customers need time to develop nostalgia and emotional connections with the products they buy, as well as trust in your brand. In a fast-paced world, time is the most valuable investment you can make in your product. And in the end, the care and dedication you put in will be recognized and appreciated.
- People Love a Good Story. Stories help people connect emotionally. That’s why we create narratives around our characters — it makes the plush toys feel alive. As human beings, we are both rational and emotional. While we consider price and quality, we also crave meaning and connection. A well-told story behind a product can turn it into something people cherish, making them more willing to invest in it.
- Be Transparent and Honest. Share your journey with your community — the successes, but also the mistakes and lessons learned. Transparency makes your brand feel real and relatable, fostering deeper trust and connection with your audience. When we introduced our Pre-Loved Collection, we openly shared the process, from restoring old plushies to reducing waste. This honesty not only strengthened our brand’s credibility but also made our customers feel like they were part of something meaningful.
- Be Authentic. Authenticity is what makes a brand stand out. Stay true to your values and create products that genuinely reflect your mission. People can sense when a brand is trying too hard to follow trends instead of focusing on what truly matters. For instance, we don’t just claim to be a sustainable brand — we live it. From mindful production to promoting upcycling, we make sure our actions align with our words. When customers see this consistency, they trust and respect the brand more.
- Infuse Love into Your Products. A slow fashion is about creating products that feel special and full of heart. When a product is made with love, people can sense it. For example, every Noodoll plush is designed to feel like a companion rather than just a toy. We pay attention to every little detail, from the stitching to the expressions on their faces, ensuring they bring warmth and comfort to their owners. That’s why people keep their Ricemonsters for years, sometimes even passing them down to the next generation. Love turns a simple plush toy into a lifelong friend.
Do you have a favorite quote that has influenced your life? Can you share a story that illustrates its relevance to you?
“Love what you do, and do what you love.”
This quote has been a guiding force throughout the challenges of running Noodoll. Whenever things get tough, I remind myself of why I started — to share love through plush toys. That passion keeps me going.
Since becoming a mother, I have had little time and energy to run my business. At one point, I even considered selling the brand. But to me, Noodoll is like another child — something I have nurtured with love and dedication. I truly love what I do and believe in my brand, which is why I’ll continue to carry it forward.
With your considerable influence, if you could start a movement to make a significant positive impact, what would it be?
I would love to take our Friends for Life program global, expanding Noodoll Pre-Loved and Noodoll Surgery on a larger scale. This would allow us to offer free repair and upcycling services for plush toys worldwide. We could collect old plush toys from those who no longer need them, restore them, and send them to new homes where they will be cherished once again.
In this way, love can be shared — not just across generations, but across cultures and communities. Noodoll already has a global fanbase, spanning Europe, North America, and Asia, and is sold in more than 600 selected stores across 22 countries. I want to continue growing this network, connecting people through their shared love for plush toys and their commitment to building a healthier, more sustainable planet.
How can our readers stay updated with your work online?
You can follow us at noodoll.com, as well as on Instagram, TikTok, and LinkedIn, for the latest updates on our Pre-Loved collections and the heartwarming stories behind our toys. For partnership inquiries, please fill out our questionnaire here:
Thank you for sharing these fantastic insights. We appreciate your time and wish you continued success.
Slow Fashion: Yiying Wang of Noodoll On Why They Are Embracing Slow Fashion and Renewable… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.