On sustainability, morning routines, and HIIT vs yoga
At a time when work uniforms are becoming ever more casual, New York City–based women's apparel brand ADAY is exploring suiting. But, unlike a traditional approach, where the entire look is classically tailored, they've taken it in another direction. "We're not going to launch as a super boss power suit," says Nina Faulhaber, ADAY's co-founder. "We're going to launch it as a formal piece that can be styled into a wardrobe in whatever way the customer wants. Dress it up. Dress it down. That's up to her."
They decided to take this step because of insights from customer surveys, which showed that travel and work were the two most common use cases for ADAY's offerings. The line—which includes a jumpsuit, two trousers, three blazers, and two blouses—is definitely more formal than some of the brand's other pieces, but created from technical fabrics that they call "more durable, sustainable, and breathable."
The company started in 2015 when Faulhaber and her co-founder Meg He were dissatisfied with the clothing they found in the marketplace. Both working at Goldman Sachs, they strove to create something that was comfortable and appropriate for every aspect of each day using technical fabrics. "We never said, 'Let's make clothing for work or let's make clothing for travel or let's make clothing for working out.' We always wanted to create an edited wardrobe of fewer things that could do it all," explains Faulhaber.
Furthermore talked to Faulhaber and He about the importance of a self-created uniform, their favorite way to exercise, and lessons learned from years in the business.
Photo: Masha Maltsava