Nowadays

NOWADAYS seems to be falling short regarding ethical practices. 

COSH! could not find proof of a Code of Conduct, which raises concerns about its commitment to ethical standards. The brand sources the final stage of its production from countries that are at an extreme risk of labour abuse (They are located in the greater Shanghai and Hangzhou area in China), yet there is no evidence to suggest that it ensures the payment of a living wage within its supply chain. While they do claim to visit their suppliers regularly and foster long term partnerships with suppliers and manufactures, the lack of transparency and concrete evidence of ethical practices leaves much to be desired in terms of accountability and social responsibility.

The NOWADAYS collection features items like ultra-soft T‑shirts made from 100% organic cotton and various knitwear pieces from either 100% conventional cotton or 45% linen/​50% cotton yarn blends. 

The use of natural fibres like organic cotton and linen in the Nowadays collection supports biodegradability and recyclability, reflecting a positive impact on the planet. However, the significant water usage required for cotton cultivation introduces an environmental concern worth noting. Read more about cotton cultivation here.

The jackets in their collection are made from 100% polyester. Polyester, a petroleum-derived synthetic material, involves an energy-intensive manufacturing process, highlighting a significant environmental footprint. This material is not biodegradable, contributing to long-term waste in landfills.

However, polyester’s durability could mean longer-lasting garments, potentially reducing the need for frequent replacements. Additionally, the recycling technologies for polyester are advancing, improving its environmental profile by allowing for the repurposing of existing materials. Read more about polyester here.

They claim to monitor all dying and washing processes by partner factories in order to use as less colour and water as possible.

In their effort towards sustainable packaging, the brand has made a commitment to eliminate plastic from their shirt packaging, except for the poly bag. Beyond this specific detail, they have not provided further information on their packaging practices, leaving some aspects of their sustainability efforts in this area less transparent.

The entire NOWADAYS collection is designed with circularity in mind, featuring monomaterial items such as 100% cotton or polyester, as well as biodegradable natural fibre blends like linen and cotton. This thoughtful material selection ensures that garments are easily recyclable.

However, the brand currently does not offer repair or resale services as part of its circularity efforts. Their approach emphasizes reducing waste and promoting recycling at the end of a garment’s life cycle, rather than extending it through repair or reintroduction into the market via resale.

NOWADAYS headquarters are located on Wissmannstraße in Düsseldorf, right in front of their showroom location. Production facilities are located in the greater Shanghai and Hangzhou area in China.

Despite this, the brand has made a clear commitment on their website to eliminate air shipments in their logistics, indicating a move towards more sustainable practices. This decision reflects a responsible approach to reducing the carbon footprint associated with their product distribution, even though details on the production chain remain missing.

The current collection does not include any animal-derived materials, making it appear to be vegan-friendly. 

However, this assessment does not account for any animal-derived products that may be used in the production processes, where such details are not specified.

NOWADAYS never followed the latest trend or the goal to set a new trend every day or every week. Their style goes beyond the season and any trend. The brand offers timeless pieces with a little twist to make them special. 

NOWADAYS focuses on high-quality materials for their collection, making sure every item is well-crafted. They aim to provide pieces that are durable, ensuring they become long-lasting favourites in your wardrobe.

Their care labels include a QR-code to order a spare buttons for replacement if needed. 

The brand’s transparency in business practices is lacking overall. Areas in need of more clarity include their production processes, material sourcing, production sites, and ethical practices.

COSH! has indicated the need for more information in these key areas to fully understand and assess the brand’s commitment to sustainability and ethical considerations.