ADAY
ADAY is a direct-to-consumer womenswear brand co-founded by former Goldman Sachs bankers Meg He and Nina Faulhaber. It makes technical everyday apparel such as shirts, trousers and tops in recycled and performance fabrics.
| Founders | Meg He, Nina Faulhaber |
|---|---|
| Origin | United States |
| Model | Direct to consumer |
| Recognition | Fast Company Most Innovative Companies 2018 |
| Website | thisisaday.com |
What is ADAY?
ADAY is a digital-native clothing brand that blends activewear technology with ready-to-wear. It was co-founded by Meg He and Nina Faulhaber, who met in Goldman Sachs' investment banking division in London and later worked in venture capital and tech start-ups before launching the label. The two lead the company as co-CEOs.
Products and positioning
ADAY's idea is to do more with less: a compact wardrobe of technical, everyday pieces that work across occasions. The range includes a white button-down shirt, tailored and easy trousers, blouses, crop tops and linen pieces. Its fabrics include:
- Scuba made with recycled Repreve yarn, reusing around 42 plastic bottles per garment
- Stretch linen blended with viscose and elastane
- Cool Weave with cooling technology and recycled fibres
Production is sourced from mills in Italy and factories in Los Angeles, Portugal and Asia.
Business model
The brand produces in small batches and uses customer surveys with up to 1,500 responses to decide what to launch, aiming to reduce waste. Fast Company named ADAY one of its Most Innovative Companies in 2018.
Why it matters
ADAY is a reference case for data-led, low-inventory product development among direct-to-consumer fashion brands.
Frequently asked questions
Who founded ADAY?
ADAY was founded by Meg He and Nina Faulhaber, former Goldman Sachs investment bankers who run the company as co-CEOs.
What does ADAY sell?
ADAY sells technical everyday womenswear such as shirts, trousers and tops, made with recycled and performance fabrics.