When describing ADAY to anyone that’s unfamiliar, I always lead with this: these are the only leggings that I wear outside. I’m not talking about to the gym (although they are great for exercising); I’m talking out to dinner with my boyfriend or to a family dinner with my judgy aunts. Yes, they’re that good. But don’t just take my word for it. These leggings have a wait list, people!
SHEfinds: What’s your background? Did you always know you wanted to create a clothing line?
ADAY: Neither of us had traditional fashion backgrounds. We spent the past couple of years in the technology world at venture capital funds (Index Ventures, Cowboy Ventures, Atomico) and tech startups (Poshmark). At the time, our friends were creating really cool companies, but no one was really innovative in the industry we were most passionate about: the clothes we wear every day. As busy working women, we were fed up with having to tote around our gym bags and constantly change from workwear to workout wear.
SF: How did ADAY come about? How did you get it off the ground?
ADAY: Nina grew up as a competitive gymnast and Meg completed her yoga teacher training in California, so both of us knew how comfortable activewear felt, but we wanted more from our wardrobes. We wanted our wardrobe to be working for us, not against us, so we started researching intelligent, technologically advanced fabrics and construction. We also wanted our clothing to last longer than our everyday staples; we needed them to be technical, beautiful, and sustainable. Ultimately, we got really passionate about what we think of now as “clothing of the future.” We’re reimagining everyday seasonless staples with intelligent fabrics, construction, and design to create apparel that simplifies life.
At first, it was hard to get our foot in the door at apparel factories. We called a factory in Portugal multiple times; after being ignored, we finally flew to the factory, arrived in person, presented our business plan, and made it happen. The factory now produces ADAY, and is also known for manufacturing for Balenciaga, Alexander Wang, Victoria Beckham, and Michael Kors. It’s also the same factory where Michael Phelps’ Olympic swimsuit was manufactured.
SF: What makes ADAY special?
ADAY: What makes ADAY special is that our mission is to create apparel for women that they can do anything in, ultimately freeing up headspace for the things that matter. We don’t tell women what to do while wearing ADAY, but rather work to provide clothing that is comfortable that they will want to wear all the time. By combining technologically-advanced fabrics with contemporary design, ADAY creates better and longer-lasting clothing that eliminates the need to replenish wardrobes every season.
SF: For people who balk at $100+ leggings, what do you say to them?
ADAY: We understand that the millennial woman has a strong preference to spend her money on experiences versus things. That’s why ADAY’s design philosophy is to design for versatility and longevity; we optimize for cost per wear. We definitely want our pieces to be accessible so we promise that each $95 or $135 leggings will do a lot more for the wearer and also last longer.
AF: What are some of the challenges running a fashion company?
ADAY: Everything is a bit of a challenge at first. For both of us, it was our first time doing anything like this. As previously mentioned, our backgrounds are in technology and venture capital (with bits of finance as well), which is a long way from creating and designing active apparel, forming and marketing a brand aesthetic and voice, and hiring a multitalented team. We were lucky enough to seek advice from some of the best people in the world, including people who had built billion dollar brands. Also, we have never been afraid to cold email or call which have resulted in us gaining mentors and investors. We complemented this with picking up our own skills — Nina completed a short course in sportswear design at Central Saint Martins, and Meg applied her travel photography background to art directing our first photoshoot. So there was, and still is, a lot of learning, growing and being spontaneous in applying quasi-transferable skills to new purposes!
SF: Can you share any details on what’s next for ADAY? New launches we should be on the lookout for?
ADAY: We just launched our Technical Tailored collection, which was a step closer to our mission of creating the wardrobe of the future: one that’s beautiful, technical and sustainable. This year, we’re going a lot deeper into your “normal wardrobe” and will be hosting pop ups for our community to touch and feel ADAY. We’re also working on our first product collaboration… stay tuned!
SF: If you weren’t running ADAY, what would you be doing?
Nina: I would design other products that focus on happiness and sustainability
Meg: Running product at a consumer company. I find translating data into product and marketing to affect consumer psychology and behavior absolutely fascinating.
SF: What’s the one item in your closet you can’t live without?
Nina: My Brakes On Leggings. In fact, I own three and I wear them 6 days a week. I don’t want to sound dramatic but I can’t imagine a life without it.
Meg: Of ADAY pieces, the Throw It Higher leggings which is the ultimately flattering pair of leggings ever — sculpting, comfortable, versatile. Otherwise, a great pair of black ankle boots that embodies all of the ADAY principles (i.e. great in any situation, my favorite is Alexander Wang).
SHEfinds receives commissions for purchases made through the links in this post.