About Aday

A wardrobe for a more abundant life. We believe that to truly thrive, we must be more intentional in how we live and what we invest our time and energy in. Through our lived experiences, we’ve learnt that surrounding ourselves with fewer, more sustainably and beautifully designed choices brings us more clarity and satisfaction. We've learnt to slow down and make considered decisions. Some may call this focus “minimalist”, but we actually see the benefits as maximalist. Our mission is to create wardrobes that gift you time, energy and joy. We use considered, optimized design to create pieces that can be worn different ways, for different activities, on repeat. We believe that better design solves problems—and these solutions gift you freedom and joy. We are committed to making better choices every day to minimize our social and environmental impact, and to do our part in building a better future. We are constantly asking what our industry can do better. We strive to be trailblazers that respect the path we walk on. We recognize that our first responsibility is to make our process transparent and impact visible, so that we can make more responsible choices (and you can too). Read their story