H&M invests in web shop for sustainable clothing

ADAY, a web shop with sustainable clothing for women, has attracted 2 million dollars (1.7 million euro) in an investment round. One of the new investors is H&M’s investment division.

Sustainable basics

ADAY, founded in 2015, focuses on women’s clothing that can be worn in several ways. The clothing also has to be manufactured in a sustainable way. They also all contain several elements associated with sports clothing: they do not wrinkle, offer protection against UV and chlorine and are moisture-repellent. The collections can also be worn throughout the year: it has similarities with H&M Group’s Arket formula, which also sells functional and sustainable basics.

“Our challenge was to find out how we could create performance, but in an invisible and minimalist manner. That way we can create beautiful basics that women can wear”, ADAY co-founder, Nina Faulhaber, said. The company invests a lot in sustainable fabric research and  that is also why it needs additional investments. It previously attracted 1.1 million dollars (930,000 euro). In order to emphasize its sustainability efforts, it also uses models that actively promote a more sustainable world.

It generates 90 % of its turnover from online sales, but it also uses pop-up stores to attract more attention from the general public. It will also open a first physical store in 2018.