TELEGRAPHENAMT BERLIN
The latest photoshoot for NOWADAYS took place in an exceptional location: the historic Telegraphenamt Hotel in Berlin. Once a major hub for communication, the building has been meticulously renovated and now blends classic architecture with modern design elements. This unique setting provided the perfect backdrop to showcase NOWADAYS’ current collection.
The hotel's clean lines, high ceilings, and large windows perfectly complemented the minimalist, urban aesthetic of the brand. The well-lit spaces and industrial details offered a variety of striking visuals for the shoot. Each area within the hotel—from the stylish foyer to the grand staircases and individually designed rooms—added fresh dimensions to highlight the versatility of the collection.
The combination of industrial charm and modern luxury at the Telegraphenamt underscored the timeless yet forward-thinking character of the brand. This distinctive atmosphere allowed the collection to be presented in a way that highlighted both its modern simplicity and elegant style, capturing the essence of NOWADAYS.
Modern Basics
We design essential pieces for your everyday life. From T-shirts to sweaters, best quality materials and updated basics to elevate your wardobe. This is the foundation of your wardrobe staples. All styles are timeless and modern classics. This is why we call this part of the our assortment since several years: MODERN BASICS
The Open End T-Shirt
Introducing our new open end t-shirt with a thicker fabric and jersey structure, showcasing NOWADAYS rising sun chest print
The Nylon Bomber Jacket
our super-smart nylon bomber jacket with our golden NOWADAYS logo embroidery. YKK zipper and a modern slim fit. The fabric is 100% premium nylon with a memory effect.
The Racket Polo
This is our racket stich polo shirt. It has a light structure and can be worn to any casual occasion in spring, summer and autumn. It goes perfectly under a bomber jacket.
The Peached T-Shirt
Ultra soft peached T-Shirts in 100% organic cotton with our golden stiched NOWADAYS logo embroidery. It comes in several colors slightly faded out.
The Honeycomb Crew
Our signature honey comb pullover with a twisted yarn. Ready to wear any time to any occation. Elevate your wardrobe with this timeless essential piece.
The Structured Pullover
Crew neck pullover with structures surface. The everyday jumper. This crew neck pullover features a textured surface, making it a versatile choice for everyday wear.
The Brushed Shirt
The soft brushed Button Down Shirt with check pocket comes in 100% cotton. It's a cosy style developed for some colder days even though people wear it whole year round.
The Signature Shirt
Our fine herringbone cotton shirt with the very special signature collar is one of the real NOWADAYS master styles. The shirt never went out of style since 2015. Just a unique style.
The Oxford Melange Shirt
The distinctive aspect of this mandarin collar shirt lies in the Oxford fabric construction. The fine texture combined with melange yarn enhances its vibrancy.
NOWADAYS, a sustainable brand
Long before sustainability became a mainstream concept, certain values were already ingrained in our approach to fashion. When we developed NOWADAYS, our goal was to take timeless classics and reinterpret them in a way that reflects the brand’s unique vision. We’ve never been about chasing fleeting trends or trying to create something new every week. Instead, we focus on style that stands the test of time, going beyond the limits of seasons or passing fads.
Fashion is full of effortlessly cool looks, and our approach has been to enhance these with the distinct NOWADAYS aesthetic. We aim to create timeless pieces that offer something extra—a subtle twist or unique detail that makes them stand out without losing their versatility. At the heart of sustainability is the idea of wearing clothes for more than just one season. For this to happen, the designs need to be made not only to last but to bring joy and satisfaction over the long term. It’s about creating fashion that feels relevant today and remains a favorite piece for years to come.
