I didn’t start As We Are Now (AWAN) to add more clothes to the world.

I started it after more than a decade working in fashion and product development, where I
saw how disconnected the industry had become from modern women.

We are always asked to choose. Comfort or style. Performance or natural materials.
Elegance or ease.

I believe we shouldn’t have to compromise.

I started As We Are Now to solve a universal challenge and paradox. A closet full of clothes, but nothing to wear.

Could I create a wardrobe of pieces that felt so exceptional on the body that you would
want to wear them anytime, while still looking polished enough to wear anywhere?

From my previous roles in the industry, I had become increasingly aware of the materials used in most apparel. Polyester, nylon and elastane blends have quietly become the industry default. Plastic-based fibres worn on our skin every day.

And I became more and more aware that body and mind wellness are intrinsically linked to planet wellness.

As We Are Now is built around a modular wardrobe system made from one carefully chosen fibre. 100% wood-based TENCEL™ Lyocell. No blends. No elastane. No hidden synthetics.

This is fashion simplified. Pieces designed to move with you and embrace you through the day and every phase of life.

We believe fashion belongs in the wellness era. Materials matter. Comfort matters. Longevity matters.

Welcome to the As We Are Now universe.

– Anette Miwa Dimmen, Founder & CEO