A smarter, less wasteful system

The fashion industry needs a smarter operating system.

As We Are Now is created differently. Instead of designing around relentless trend cycles and overproduction, we design around real demand and repeat wear. As a data-driven, community-powered brand, we focus on making fewer, better pieces and producing only what is needed.

Every decision in our process is guided by a core circular principle: intentional design that reduces waste from the very beginning.

Fabrics you can feel good in - and about

Material choices matter more than you think.

Most modern apparel relies heavily on synthetic blends. Polyester, nylon and elastane. Plastic-based fibres worn against our skin every day and almost impossible to recycle at the end of their life.

We chose a different path.

Our entire collection is made from 100% TENCEL™ Lyocell jersey. A breathable, biodegradable fibre derived from FSC-certified wood and produced in a closed-loop process.

The result is a fabric that feels exceptionally soft on the skin while offering natural performance: breathable, moisture-regulating and crease resistant. Clothes that require less washing, less ironing and stay in rotation longer.

Better for the body. Better for the planet.

A permanent wear-on-repeat collection.

Sustainability ultimately comes down to what we actually wear.

Most wardrobes are filled with pieces that are rarely used. Designed for a specific moment, a specific season or a passing trend.

As We Are Now designs elevated skin-wear for modern living.

A permanent wardrobe of modular essentials that move effortlessly between moments. Day and night.

Timeless rather than trend-driven. Designed to be worn, restyled and lived in again and again.