ADAY, a fresh entrant in the highly competitive world of direct-to-consumer way, has raised$ 2 million in new funding for its mission to simplify wardrobes with a line of durable, technical and chic womenswear.
The company is the latest in an ever-expanding motion of startups that offer direct-to-consumer products for the fashion-conscious customer. Venture-backed lifestyle startups like Outdoor Voices, Glossier, Allbirds, Thinx, Function of Beauty, DSTLD and Bonobos are just some that have appeared in recent times, snapping at the heels of larger e-commerce sites.
The company’s latest financing includes investment from H& M CO: LAB, H& M’s venture capital arm; ADG, a consumer tech-focused fund; and SoGal Ventures. As part of the fundraising round, Nanna Andersen, who started H& M’s venture capital arm, will join ADAY’s board.
The company’s catalog features season-less, versatile clothing that can be worn several ways. Every ADAY piece of dres features a host of novel material properties. The clothes are all sweat-wicking, quick-drying, UV- and chlorine-protected and wrinkle-free.
While those attributes are most commonly associated with workout or “athleisure” wear, ADAY is focused on a new category of women’s ready-to-wear apparel across your entire closet.
Its capsule wardrobe concept is rooted in their seven original staples, and is built upon with pieces from their Technically Tailored collection, concentrates on pieces you can wear socially or professionally, and their lately launched Multiplicity collection, focusing on pieces that can be worn multiple ways.
“Our design thinking challenge was how can we create performance, but do it in a really invisible, minimalist route to create the most beautiful staples a woman could wear, ” said ADAY co-founder Nina Faulhaber.