Technical/sustainable apparel label Aday raises fresh capital, plans range extension and first physical store

By

Matthieu Guinebault

Translated by
Nicola Mira

Published
Nov 24, 2017

US online womenswear label Aday has announced it raised $2 million (€1.69 million) in fresh capital, as it seeks to expand its range of technical, seasonless and sustainable apparel. The New York-based start-up is avowedly against the overconsumption of clothing induced by collection proliferation, and has adopted a more rational approach to fashion.

Aday was founded in 2015 and its range consists of items with specific technical features, such as thermal regulation, wrinkle release, fast drying and UV protection. The label targets Millennials and seeks to work only with suppliers whose working practices are environmentally friendly.

The new financing round has brought the total amount of fresh capital raised by Aday since its launch to $3.1 million. Aday listed among its fans and supporters Cowboy Ventures, Truestart, Venrex, the founders of French label The Kooples, Deliveroo, Lyst, Amorelie and Zolan, as well as senior executives from Google, Net-a-Porter, Goldman Sachs and Spotify.

Aday reportedly generates 90% of its sales online, and for the time being its brick-and-mortar retail policy relies on pop-up stores. According to US website Techcrunch however, the label is planning to open a first permanent physical store in 2018.