We make capsule styles cleverly designed to be as versatile as possible. Each piece is sustainably made with innovative super fabrics for durability, longevity and easy care.
Through our lived experiences, we’ve learnt that surrounding ourselves with fewer, more sustainably and beautifully designed choices brings us clarity and satisfaction. We've learnt to slow down and make considered decisions.
We crafted Aday through this lens: each piece is made to bring you joy. Every item is repeatedly tested for function and comfortable, fully machine washable and designed with seasonless design details so you can be an outfit repeater with 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 believe the future is flexible. So is your Aday. Each piece is versatile, packable, super comfortable, machine washable and always has pockets. The fabrics we use are crafted with superpowers, often recycled and made in a way that is better for the planet.
Our mission is to work towards a better future by closing the loop on our resource use, to take less from the planet and to keep materials in circulation. Our suppliers sign Commitments to People and Planet, ensuring their care for ethics, environment and the well-being of their workers.
Our goal is to continue discovering and developing fabrics that are long-lasting, super comfortable, and have the lowest impact on our planet. When sourcing fabrics, we focus on sustainable, and long-lasting fabrics such as recycled, regenerated, biodegradable and bio-based fibers, renewable fabric manufacturing, eco-friendly dyeing and finishing, and innovative performance properties.
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