It started with a question.

"WTF... why hasn't someone solved this?"

Different minds from aerospace, technology, AI and sourcing came together around one idea: find everyday problems and build better solutions.

Read Our Story Our Brands

Everyday Problems. Better Solutions.

Four colleagues gathered around a table with notebooks, a laptop and a small plant in a bright office

The WTF Story

A group of curious minds, from different worlds.

We don't want to fill the world with more products. We want to find the ones that deserve to exist.

We notice the uncomfortable, the unnecessarily complicated and the little frustrations people simply learn to live with. Then we ask: does it really have to be?

Discover Our Story

How we work

From Problem to Product

1

Notice

The uncomfortable. The unnecessarily complicated. The little frustrations everyone accepts.

2

Question

Then we ask: does it really have to be?

3

Search and challenge

We search the world for ideas. We challenge them.

4

Test and build

Improve them. Test them. And when the right solution doesn't exist, help create it.

Our brands

Different problems. One curiosity.

A fluffy husky-type dog and a grey cat resting together on a sofa

PAWME

Smarter care. Happier pets.

Explore PAWME
A man in a light T-shirt crouching on a wooden roof frame, working with a hand tool

VYRO

Wear the climate.

Explore VYRO
Our values

What we believe

Real-Life Solutions

Products built around problems people actually experience.

Quality & Safety

Thoughtfully evaluated, tested and improved.

Responsible Sourcing

Better ideas, sourced and built responsibly.

For People & Pets

Small improvements that make everyday life better.

Where brands begin

From small problems can come meaningful brands.

That moment when something makes life a little easier, safer, healthier or happier, and you wonder why it wasn't there all along.

PAWME

PAWME began with the everyday realities of caring for animals we love.

VYRO

VYRO began with a more human question: why should people who have to work in extreme heat simply be expected to endure it?

The same WTF moment

Different problems. Different products. Different brands. The same WTF moment.

How it starts

The WTF moment

1
Pet careA pet parent struggling with the same messy routine.
2
HeatSomeone working eight hours under a punishing sun.
3
EverydayA small frustration we have simply learned to live with.
4
Then we askDoes it really have to be?
A group of people standing on a mountain ridge at sunset, seen from behind
1
WTF... there's a solution for this?And then, every once in a while, we discover something that makes us stop and say it.
2
WTF... why didn't someone think of this before?Or even better.
3
The same WTF momentWhen something makes life a little easier, safer, healthier or happier.
Four colleagues gathered around a table with notebooks, a laptop and a small plant in a bright office
What we stand for

WTF. Worth Trying First.

"We don't want to fill the world with more products. We want to find the ones that deserve to exist."

"And maybe build a few ourselves."

"One everyday problem at a time."

Contact

Get in touch

Have a product, problem or partnership worth exploring?

WTF. Worth Trying First.

One everyday problem at a time.

hello@wtftrading.in
Talk to WTF