This Sustainable Fashion Brand Urges Shoppers to ‘Do More With Less’

Beauty lies in simplicity. And according to sustainable fashion brand Aday, simplicity and sustainability should — and can — go hand-in-hand. Differentiated by its “uniforms” concept that takes the guesswork out of outfit creation — such as the paired utilitarian staples seen in The Monday, The Everyday or The Everywhere styled on its web site – Aday blends perfunctory dressing with purpose, enabling shoppers to swiftly don ready-made outfits whilst encouraging repeat wearing and the promotion of “seasonless” essentials. Aday told WWD that its mission is to lift the standards of clothing, in the hope that consumers will invest in fewer, more functional, versatile staples that can be worn anywhere, conveying the idea that you can “do more with less.” And that’s why its latest collection that launched this week, the Carry-On Capsule, is aimed at “editing down.” Aday designed the capsule based on consumers’ responses to its question, “What is missing from your summer wardrobe?” Its capsule offers five pieces, including a dress; a versatile wrap blouse; pants; adjustable tank top, and a tailored shirt that can be worn for business or beach time. The idea is that with only five styles, the versatility within each piece — its wrap blouse

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