
the Founding Story
A Letter from our Founder
I didn’t start a fashion brand to make more clothes that the word doesn't need.
I started As We Are Now because I was tired of watching women - myself included - shrink to fit into a world, and a wardrobe, that was never made for us.
We’re told we have to choose:
Comfort or style
Softness or strength
Work or play
Mother or leader
But the truth is that we are all of it. And we deserve fashion that reflects that.
As We Are Now was born from years of obsessing over how to design a wardrobe that feels as good as it looks. That elevates your body and your day, not limits it.
That makes you feel free.
Our pieces are designed circular, comfort-first, and intelligent. Because the world is finally catching up to what we already know - that power & beauty doesn’t have to mean pain.
Let's change the narrative.
– Anette Miwa Dimmen, Founder & CEO of As We Are Now
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