Olivera Jeranče //

If you’ve been following Art Box over the past two years, chances are you’ve already heard of Way Out West – or simply WOW. This unique festival, taking place from August 7 to 9 in Slottsskogen Park in Gothenburg, has long outgrown the bounds of a traditional music event. WOW is a meeting point for art, ecology, social responsibility, and new cultural models of living.

Since its founding in 2007, Way Out West has consistently built its identity around sustainability in every sense – from food and energy to social values and equality. Although some of its early steps sparked controversy, today WOW is recognized as a global model of a sustainable festival.

Vegetarianism as a Political and Climate Choice

One of the festival’s most well-known decisions was switching to a fully vegetarian food policy in 2012. While initially controversial, the decision led to concrete results: greenhouse gas emissions were reduced by as much as 40%. Statistics show that 15% of visitors eat more plant-based food after attending the festival. At the 2019 edition, the average meal had a carbon footprint of just 0.38 kg CO2e – well below the WWF’s One Planet Plate recommendation of 0.5 kg CO2e per meal.

Social Sustainability: A Festival for Everyone

Way Out West doesn’t focus solely on ecology – social sustainability is just as important. The festival actively opposes all forms of discrimination and works to create a safe, inclusive space for all participants: visitors, performers, staff, and partners.

Gender equality is high on the agenda – since 2017, the festival has collaborated with West Pride, and a 50/50 gender-balanced lineup has become the norm. WOW is LGBT-certified, and through partnerships with initiatives like Let’s Hear it from the Crowd and Dare to Care, it contributes to the fight against drug use and sexual violence at live music events.

Recycled Clothing as Festival Merch

In recent years, WOW has taken major steps in the realm of circular fashion. In collaboration with Stadsmissionen and the F/ACT Movement, the 2023 edition launched a merchandise collection made entirely from second-hand garments. A portion of the profits went toward humanitarian projects. This year, black t-shirts that can’t be sold – due to slight stitching defects or incorrect coloring – will be used as uniforms for volunteers and festival staff.

Way Out West invites all potential partners to join this project and help shift the standards in the festival industry – toward a more responsible, fair, and sustainable society.

WOW is not just a festival – it’s a movement.