Anette Miwa Dimmen has often wondered why the best quality fabrics and materials are rarely used in the most popular retail products for women. She realised that the link between innovation, design and branding that connects a smart product with modern women in a real way is often missing. Women like herself need more than functionality and a good price to get excited about a product or a brand. They want products that are designed to fit in with their current lifestyle - in addition to practicality, and will actively choose brands with values corresponding with their own.
Having spent seven years overseeing design, branding processes, product development and manufacturing of products in several categories for an international agency in Norway, Anette noted that many of the traditional products that we use every day could desperately need an upgrade to better suit and connect with the lifestyle of moderne, style conscious women.
The idea for the AW:AN lounge & sleepwear collection came after Anette was introduced to the amazing qualities of technical fibers while developing a line of active wear for a client. She started to imagine how perfect these textiles would be for the nightdresses she dreamed of wearing, but couldn't find anywhere.
When Anette got pregnant her desire for super comfortable sleep and loungewear that would also meet her style requirements became even stronger.
As women we go through so many different stages in our lives when being comfortable is a number one priority, but why should comfortable mean boring or unflattering? We still want to look our best, especially if it does´t take much effort to do so!
“This is when I decided that I wanted to make lounge and sleepwear, starting with beautiful nightdresses, for myself and every other modern woman out there wanting a better option than what is available in this category today.”
AS WE ARE NOW is a Norwegian lifestyle brand with a mission to redefine and upgrade traditional product categories to meet the demands of modern women.
We use the latest research to find the most sustainable technical fabrics and smart materials available today, and we match this with beautiful, modern and feminine problem solving design – always giving equal importance to comfort and style.
Based on feminine aesthetics, we want to connect women with the latest innovations in textiles, materials and problem solving design, without losing touch with how we actually live our lives today - as we are now.
Our first product line is a collection of luxurious lounge & nightdresses inspired by Nordic living, designed to look effortlessly cool and sensual. The dresses are made in the softest, most comfortable fibers available with technical properties normally found in high quality active wear. Don´t let the delicate and feminine look & feel fool you. The dresses are machine washable and will keep their shape and quality for a long, long time if handled correctly.
We must all move in the same direction towards a more sustainable future. It's a complicated process but there are many small steps we can take to make a big difference. As We Are Now is committed to source sustainable fabrics and materials. We want to be a part of the solution, rather than the problem.