Aday

Hello! We are Aday, a direct to consumer women's apparel brand. We use considered, optimized design to create pieces that can be worn different ways, for different activities, on repeat. We believe that better design solves problems—and these solutions gift you freedom and joy. We believe the future is flexible. So is your Aday. Each piece is versatile, packable, super comfortable, machine washable and always has pockets. The fabrics we use are crafted with superpowers, often recycled and made in a way that is better for the planet. While an average item of clothing is worn only 7 times before being thrown away, our aim is for you to become an outfit repeater: to wear and love each piece of your Aday over and over again.