Cleverly designed to wear on repeat 

We are very focused on the idea of cost per wear of each item which is the price of a garment divided by the versatility and longevity of the piece. 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. These unique blends improve the longevity, durability and easy care of our products.

While an average item of clothing is worn only 7 times before being thrown away, our aim is for you to become an outfit repeater: to wear and love each piece of your Aday over and over again.

Committed to a better future for people and planet

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).  

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 our Commitments to People and Planet, ensuring their care for ethics, environment and the well-being of their workers.

The quality of our products is also something we pride ourselves on. We visit and handpick every single one of our factories and mills. We are meticulous about selecting our suppliers and only work with the ones that prioritize quality and durability. Our suppliers obsess about the small details, from checking every inch of fabric to completing wear and strength tests.

We only choose suppliers that actively work on reducing the environmental impact of their processes, whether through energy-efficient or renewable energy manufacturing, reduced water consumption and reduced waste or waste recycling manufacturing. Our fabric mills are chosen for their appetite for innovation and sustainability. Read more about our Suppliers.

This is just the start. There’s a lot more to do—we just applied for a B Corp certificate and we’re busy everyday working on more material innovations and impact initiatives.

We apply sustainable practices at every stage of our process

At ADAY, we see sustainability as a baseline. We view sustainability as making products that are better for the environment and better for you.

This begins at the first step—making pieces you really want to wear. We don’t believe in replacing the content of our wardrobes every season.

Instead, we strive to create comfortable, seasonless essentials that do more and last longer. As a result, many of our products have been sold out several times, demonstrating their value in your wardrobe.

This is just the start. There’s a lot more to do—we just applied to become a B Corp and we’re busy everyday working on more material innovations and impact initiatives.

Committed to a better future for people and planet

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. This covers human, environmental and animal welfare.

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).  

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 our Commitments to People and Planet, ensuring their care for ethics, environment and the well-being of their workers.

The quality of our products is also something we pride ourselves on. We visit and handpick every single one of our factories and mills. We are meticulous about selecting our suppliers and only work with the ones that prioritize quality and durability. Our suppliers obsess about the small details, from checking every inch of fabric to completing wear and strength tests.

We only choose suppliers that actively work on reducing the environmental impact of their processes, whether through energy-efficient or renewable energy manufacturing, reduced water consumption and reduced waste or waste recycling manufacturing. Our fabric mills are chosen for their appetite for innovation and sustainability. Read more about our Suppliers.

Discovering and developing long-lasting, low impact fabrics

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.

We are early adopters of more sustainably-made fabrics, especially replacing virgin fibers with recycled ones at an equal or superior quality. In fact, 77% of our styles are made from recycled, regenerated and natural materials.

Within these fabrics, we have bestsellers crafted from custom-developed recycled scuba made with REPREVE® polyester created from recycled post-consumer plastic, plant life basics made from TENCEL™ Modal sourced from beechwood trees in a closed-loop production process (so that no waste is generated from the production process, including materials, energy and water), as well as a our Biofleece designed to reduce microplastics, made from TENCEL™ on the inside which biodegrades within 90 days, even in marine water.

All of the fabrics we use are Bluesign® or OEKO-TEX® certified. This means when our fabrics are made, they do not leech harmful chemicals into the environment. Other certifications our fabrics hold are R.E.A.C.H., GRS-Global Recycled Standard, and Responsible Wool Standard (RWS). All of our pieces are “cold wash” which saves over 2,000 pounds of CO2 per year vs. hot wash.

We believe in treating animals with respect and compassion. We are committed to never using materials that require the suffering or killing of animals. This partially drives our choice to use “technical fabrics” are the majority of our fabrics, which are vegan as they are either manmade or derived from plants. Any fabrics that do use animal products like merino wool are certified Non-mulesed and Responsible Wool Standard (RWS). Read more about our Fabrics.

From the founders 

“We want to create a better future. Sustainability is the baseline of all of our decisions and we believe fundamentally in creating items that are innovative, long lasting and durable. Our super fabrics allow each piece of ADAY to give you the boundless feeling of confidence and joy.”

Meg and Nina

This is just the start. There’s a lot more to do—we just applied for a B Corp certificate and we’re busy everyday working on more material innovations and impact initiatives.