"We wanted clothing that was comfortable and technical, and couldn't find it anywhere. We believe the future of clothing is technical, sustainable and beautiful, so we create versatile staples for every day", that was the mission of Nina Faulhaber and Meg He who met while working together at Goldman Sachs and founded the label out of a need originally in London in 2015. Currently the headquarters is based in Soho, New York City.
What distinguished Aday from others? Why do you think the world need another athleisure label?
What makes Aday special is that our mission is to create apparel for women that they can do anything in, ultimately freeing up headspace for the things that matter. We don’t tell women what to do while wearing Aday, but rather work to provide clothing that is comfortable that they will want to wear all the time. By combining technologically-advanced fabrics with contemporary design, Aday creates better and longer-lasting clothing that eliminates the need to replenish wardrobes every season.
We actually don’t think of ourselves as athleisure. The athleisure trend (wearing your yoga pants outside the yoga class) is great, however, we think it’s not enough and we are pushing it one step further. At Aday our mission is to create beautiful, technical and sustainable clothing. We reimagine our everyday staples and create better essential pieces that last. We love the feel, comfort and properties of yoga pants, but we wanted products that don’t scream spandex, yet are comfortable and breathable so we will want to wear them all the time. So in our design process we ask ourselves, what does the clothing of the future look like? We want to set a new standard for wardrobe staples, one that lasts through the seasons and focuses on versatility, which thereby frees up space to focus on what you can do in your garments. We’re allowing customers to consume less, which creates more headspace for focusing on the things that really matter in life, rather than what to wear.
Tell us about your design process. How is it like? What inspires you?
Aday is best known for performance and wearability and we think versatility is at the core of both of those elements. In re-working an item like the Turn It Up Pant, we were able to create a pant that can be worn at a high or low-waist, full-length or rolled up, and with sneakers or black pumps. All of the functional and versatile design details that were applied, come together to create a pant that can truly take you from daytime to evening with ease, no matter the occasion.
Our whole team is incredibly driven - each person inspired by individual passions. On a personal level for our team, this might be having the opportunity to work with cutting-edge and technical fabrics, creating brand awareness that really speaks to our customers, or just being a part of team who wants to build the same dream — a life you don’t need to take a vacation from. But it’s clear to all of us that Aday is driven by something bigger than ourselves and that itself inspires us. It’s difficult to put this inspiration into something tangible, but I think it comes down to a desire to create something meaningful and impactful, that puts a smile on faces and also has positive impact. There’s so much to do to increase happiness and move humanity forward. We always ask, “does this make your heart beat faster?” If the answer is yes, that’s our inspiration.
What consumer do you have in mind for your designs?
Aday is a brand for the woman who lives life on her terms. She’s present, she’s smart, she lives a happy-healthy life and she follows her passions. In many ways, she’s us — we created Aday because our clothing restricted us; our wardrobes were beautiful, yet so specialized. We wanted clothes that accommodated our lifestyles, to be worn anywhere, yet cut for movement. So we set out to create technical staples for everyday life, combining technologically advanced fabrics with contemporary design to give the whole apparel category an update. By creating better and longer lasting clothing we also eliminate the need to replenish wardrobes every season, a conscious impact which we think about a lot.
Why do you launch it as direct-to-consumer brand?
Direct-to-consumer gives us the opportunity to look at the customer response, get feedback and make any necessary changes to each piece. For example, one of our most popular products is the Throw & Roll Leggings. When the leggings were first made available, through customer feedback and an extensive wear testing program, we were made aware that the waistband was stretching out after long term use. Once we received this feedback, we were able to modify the product and launch an improved version which went on to sell out multiple times.
Do future plan include to start also with wholesale?
We’re open to a lot of scenarios. We love telling a beautiful story, so if the brand alignment is right, we would absolutely consider other selling avenues. Currently, outside of e-commerce , we are being sold at Jigsaw in the UK. We’re excited about this partnership and hope to expand in other outlets in the future.
How many items does the collection contain of and what are the key items?
The Technical Tailored collection contains 3 pieces: The Something Borrowed Shirt, Turn It Up Pant and Dream Harder Tank. With this collection, we wanted to reinvent our favorite classic staples - most notably the iconic dress shirt and classic cigarette pants, and reimagine them to be technical and versatile yet beautiful and minimal. The Technical Tailored collection was a natural progression for us in that it’s moving away from athletic wear. With this, we are taking technical clothes out of the gym and infusing comfort, breathability and longevity into classic wardrobe staples.
Your label is pretty young of course. So which plans do you have in terms of expansion (new markets…)?
We just launched our Technical Tailored collection, which was a step closer to our mission of creating the wardrobe of the future: one that’s beautiful, technical and sustainable. This year, we’re going a lot deeper into your “normal wardrobe” and will be hosting summer pop ups for the NYC community to touch and feel ADAY. We are so excited for the growth of the brand...stay tuned!