Instead of following seasonal trends, ADAY spends their time perfecting the pieces their customers love through wear testing, customer feedback + experimentation. This allows them to keep improving each of their pieces so they can be loved even more. In 2021 for example they only launched 21 new styles and worked on 22 iterations of existing styles. That’s because they don’t believe in giving up on problems. They believe in designs that evolves until they best fit your needs
For ADAY, better design is where innovation, problem-solving + sustainability come together. This means designing clothes you will reach for every single morning, and keep for a really long time
The brand believes in giving back and in 2020 alone they donated $12.5k to Campaign Zero in support of their work to encourage policymakers to focus on solutions with the strongest evidence of effectiveness at reducing police violence. They also launched a micro-grant program, which promises ongoing mentorship, team resources + a total of $12.5k to support BIPOC visionaries who are building a better future
