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ADAY aims to simplify your wardrobe with $2M in funding

ADAY aims to simplify your wardrobe with $2M in funding
From TechCrunch - November 21, 2017

ADAY, a fresh entrant in the highly competitive world of direct-to-consumer fashion, has raised $2 million in new funding for its mission to simplify wardrobes with a line of durable, technical and chic womenswear.

The companyis the latest in an ever-expanding movement of startups that offer direct-to-consumer products for the fashion-conscious consumer. 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 companys latest financing includes investment from H&M CO:LAB, H&Ms venture capital arm; ADG, a consumer tech-focused fund; and SoGal Ventures. As part of the fundraising round, Nanna Andersen, who started H&Ms venture capital arm, will join ADAYs board.

The companys catalog features season-less, versatile clothing that can be worn several ways. Every ADAY piece of clothing 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 womens 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, focusing on pieces you can wear socially or professionally, and their recently launched Multiplicity collection, focusing on pieces that can be worn multiple ways.

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