Beauty lies in simplicity. And according to sustainable fashion brand Aday, simplicity and sustainability should — and can — go hand-in-hand.
Differentiated by its “uniforms” concept that takes the guesswork out of outfit creation — such as the paired utilitarian staples seen in The Monday, The Everyday or The Everywhere styled on its web site – Aday blends perfunctory dressing with purpose, enabling shoppers to swiftly don ready-made outfits whilst encouraging repeat wearing and the promotion of “seasonless” essentials. Aday told WWD that its mission is to lift the standards of clothing, in the hope that consumers will invest in fewer, more functional, versatile staples that can be worn anywhere, conveying the idea that you can “do more with less.”
And that’s why its latest collection that launched this week, the Carry-On Capsule, is aimed at “editing down.” Aday designed the capsule based on consumers’ responses to its question, “What is missing from your summer wardrobe?” Its capsule offers five pieces, including a dress; a versatile wrap blouse; pants; adjustable tank top, and a tailored shirt that can be worn for business or beach time. The idea is that with only five styles, the versatility within each piece — its wrap blouse can be worn in seven different ways — allows for unlimited outfit combinations, thus reducing the need and desire for more, more, more.
Nina Faulhaber, cofounder, co-chief executive officer, told WWD, “Our approach to sustainability is holistic: We focus on better fabrics [e.g. functional fabrics that last longer, many of which are made from our very own recycled fabric, some of which are made from a plant-based modal fabric that’s much more sustainable than cotton], a better supply chain [e.g. renewable-powered manufacturing in our factories in Italy, Portugal and China] and, most importantly, changing consumer behavior: a more minimalist wardrobe that allows you to do more with less.”
The Carry-On Capsule features lightweight, technical fabrics, including the company’s signature fabrics that are breathable, wrinkle-resistant and silk-like, according to the brand. Meg He, cofounder at Aday, said, “By creating styles that are functional [e.g. breathable, wrinkle-free] and long-lasting, at an accessible price, customers can distill their wardrobes down to only the essentials and create space for what matters.” She added, “As part of our commitment to sustainable practices, we seek out and work with fabric mills and factories that produce to an eco-friendly, ethical and high-quality standard. We choose suppliers that are independently owned, with longtime employees who are valued and respected, and we visit all of our factories in-person before committing to working with them.”
Seventy percent of Aday’s factories have “some sort of sustainable initiative in place,” whether its energy-efficient lighting; recycling programs, or deriving power from solar and olive pits, the company said, and that they work exclusively apparel manufacturers “versed in high-performance construction methods that ensure our pieces are made to last,” due to the brand’s strong technical focus seen throughout its product line. And that focus means getting creative: In past collections, Aday has used plant-based fabrics made of Micromodal and Seacell, or beechwood and seaweed, respectively, blends, as well as recycled fabrics the likes of Econyl, which is derived from recycled fishnets or fabrics made of recycled water bottles, in partnership with Unifi.
Alongside its capsule collection, the company is launching its “Slow Travel Series,” a multichannel series that explores how to travel with minimal negative impact, in promotion of “conscious” travel. Aday also recently launched its Carbon Offsets initiative, a partnership with nonprofit Cool Effect, that aims to help the brand become 100 percent carbon neutral by 2023. Shoppers on the Aday web site can participate by purchasing carbon offsets; 100 percent of the proceeds go directly to Cool Effect to fund projects that will contribute to offsetting carbon emissions, the company said. Aday proudly added that “As a team, 100 percent of Aday’s business travel has been offset for February and March 2019; that’s 28,816 miles and seven tonnes of CO2.”
Its campaign for the collection was shot by photographer Leeor Wild in Pioneertown, Calif., at solar-powered Pueblo-style home Casa Mami, a design retreat co-created by Whitney Brown and her husband Carlos Naude, featuring Jordan Rebello, Kate Parfet and Whitney.
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