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the Founding Story

A Letter from our Founder

As We Are Now is not just a fashion brand. It’s an empowering movement.

It is a wardrobe solution for women who are tired of compromises and having to compartmentalise life.

The AWAN woman is a leader, a mother, an artist, a lover, all at once. She's unapologetically living her best life, and she wants clothes that can keep up.

I launched As We Are Now with a vision to empower that woman with wearable fashion that liberates the body from the self-doubt and restrictive expectations that are imposed on women on a daily basis.

- Anette, Founder of AWAN