Our vision of sustainability
Long before sustainability became a trend, some things already made sense. We developed the brand to bring timeless classics into today’s world. We’ve never chased the latest trend or aimed to set a new one every week. We believe that style transcends seasons and trends. In fashion, there are wonderful styles that allow you to look effortlessly cool, and we have found our way to incorporate these into the NOWADAYS aesthetic. From our perspective, these styles aren’t always about following the latest trend. Instead, we focus on timeless pieces with a unique twist to make them special. The key to sustainability is wearing your clothes beyond a single season. To achieve this, designs need to be created with long-term happiness in mind.
Now, let’s talk about quality. Quality in a garment comes down to material and craftsmanship. Our vision of quality is rooted in deep product development expertise. We believe cotton is an exceptional material for our shirts and a wide range of knitwear. In our view, nothing beats a 100% cotton shirt. Yes, it needs ironing now and then, but all “non-iron” or easy-care shirts use chemicals to stay wrinkle-free. Ironing, on the other hand, naturally maintains the fabric and yarn, aligning the fibers properly. The most sustainable shirt is likely the one that endures in your wardrobe season after season and is worn with style and confidence.
Pure cotton, as well as cotton blends with merino wool or silk, are ideal for our long-lasting knitwear styles. Sometimes, adding a bit of nylon is necessary. When the knit is very open and loose, nylon helps maintain the garment's shape and durability.
Next, let's discuss organic cotton. Each season, organic cotton improves. Long-staple fibers are getting better every year, and we’re increasingly using organic yarns in our collections whenever it makes sense.
All these elements are key components of becoming more sustainable. The good thing is that achieving this is only possible with long-term production partners and their long-standing employees. This approach, combined with these facts, is what makes it fair. We know our partners have fantastic employees and treat them like family. We don’t switch factory partners for a better price; instead, we collaborate on developing solutions and processes to achieve fair pricing, season after season, year after year.
Beyond these major points, we are also focusing on smaller details. For instance, we’ve completely stopped air shipments to reduce our carbon footprint. Air transport creates a significant CO2 impact, making it hard for any garment to be truly sustainable.
We are also revising the way we handle buttons. Currently, spare buttons are produced, sewn into care labels, shipped to Europe, and cut out by customers to be stored in their button boxes. It's easy to see how many unnecessary buttons are being produced and transported. Soon, we will include a QR code in our care labels, allowing customers to order spare buttons only when needed.
Moreover, we’ve eliminated plastic from our shirt packaging, except for the poly bags.
In addition to our focus on style and quality, we’re proud to say that we have never faced issues with our fabric dyeing process. We closely monitor all dyeing and washing procedures at our partner factories to use minimal water and color.
Furthermore, we have introduced our first GOTS-certified pullover. It’s a fantastic style made with exceptional yarn from BROS. The spinning mill uses a high percentage of solar energy to spin the yarn, making it even more sustainable.
We are confident that we are on the right path. Major initiatives are in place, but we recognize there is always room for improvement and development. We are committed to making progress, step by step, every day.
