AWAN (As We Are Now)

AWAN launched when founder Anette Miwa Dimmen was pregnant and couldn’t find clothes that were comfortable enough for her needs, while at the same time also stylish enough to look good in. By this point she had spent 10 years as partner in an international design and manufacturing agency, and gained extensive experience in branding, product development and supply chain, and was ready to use this knowledge to build a different type of apparel brand. With the intention of designing and producing clothes that solved a real problem for women, as well as for our planet.

In 2018 she pre-launched AWAN via Kickstarter. In 2019 Anette and AWAN was accepted into the Antler accelerator in Stockholm and got investment from this early-stage VC fond to build AWAN into a scalable DTC business.

As a value driven brand, AWAN has grown with their community of “unapologetic women” who want more from life – and from their clothes, and are now ready to open up their distribution to selected retailers and new markets, from only selling via their our own online store.

With AWAN Anette has created a dressing experience that allows all women to feel good about themselves – As We Are Now. With no compromise between liberating comfort and feminine style. AWAN designs comfort-first fashion that truly cares for our personal wellbeing and the wellbeing of the planet. Using only sustainable fabrics that are also good for the skin.