The ethos behind the Irene Werner label is to merge fashion consciousness with social consciousness. The aim of the label is to provide fair working opportunities for a number of people living in Kwa Zulu Natal, South Africa. These are highly skilled and talented craftspeople from various parts of Africa, who have suffered hardships brought about by war, famine or HIV. Through their wonderful talents and skills, Irene Werner's designs are turned into beautiful creations.

A large percentage of profits go towards providing further opportunities for these talented craftspeople.