Aday

Aday is a direct-to-consumer (D2C) brand that creates capsule wardrobes using recycled plastic bottles and fabric. The company claims that 77% of its styles are made from recycled, regenerated, and natural materials that are stated to be durable, eco-friendly, and biodegradable. The company believes that these unique blends enhance the longevity, durability, and ease of care for their products. The company’s products are designed at their offices in London and New York.

The company offers a range of sustainable fabric options, including custom-developed recycled scuba fabric made from REPREVE polyester, which is created from recycled, post-consumer plastic. It also offers plant life basics made from TENCEL Modal, sourced from beechwood trees in a closed-loop production process. Additionally, its biofleece is designed to reduce microplastics and is made from TENCEL on the inside, which biodegrades within 90 days, even in marine water. 

Aday also provides wardrobe staples such as midi dresses and shorts that are made with brrr°’s (an innovator of fabric technology) recycled, cooling fabric. This fabric blend consists of brrr° recycled nylon, brrr° nylon, and ROICA EF recycled spandex, offering comfort and stretchability while being environmentally friendly.

Funding and financials

In February 2020, Aday raised USD 8.5 million in a Series A funding round from Downing Ventures, H&M CO:LAB, and others. This brought the company's total funding to USD 10.5 million, which was used to expand its inventory and further invest in the adoption of recycled fabrics.