As fast-fashion retailers struggle, ForbesUnder30 founders Nina Faulhaber and Meg He are convinced their slow fashion brand ADAY is built to last. The startup has raised $8.5 million
this past September. For many, it was a time of reckoning as the retail industry debated the longevity of the fast fashion trend. For 32-year-old cofounders Nina Faulhaber and Meg He of ADAY, a minimalist brand for high quality basics, it was more of a confirmation that they were slowly building a fashion company that was built to last.
“Our first capsule collection was only seven pieces and to this day our mission is to create a better wardrobe with fewer pieces,” says cofounder Nina Faulhaber, noting that fashion is one of the world’s worst industries for the environment. “Clothing that does more with less is a much more sustainable way of living.”back in 2016, originally met while working as analysts at Goldman Sachs nearly one decade ago.
Key in cultivating that following has been enlisting customers to help prototype new pieces, even after a product has launched. For example, since the popular Something Borrowed Shirt premiered in February 2017, it has gone through over a dozen iterations that lowered slits, adjusted buttons and even replaced the fabric with recycled fabric.
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