As We Are Now

Filter by

£
£

Filter by

£
£
SMUG
9 min read
SMUG 3D Sleep Mask Review: Is It Worth It?
Discover how the SMUG Contoured 3D Blackout Sleep Mask enhances sleep quality, blocks 100% of light, and improves comfort for deeper, uninterrupted rest.

A Modern Wardrobe Designed for Comfort, Simplicity and Wellbeing

As We Are Now was founded to challenge the compromises often found in fashion—where comfort, style, and sustainability rarely coexist. With over a decade of experience in fashion and product development, the brand was created to offer a more thoughtful alternative: a wardrobe of versatile pieces that feel exceptional to wear while maintaining a polished, timeless look.

At the heart of the brand is a commitment to natural materials and simplicity. Each piece is made from 100% wood-based TENCEL™ Lyocell, avoiding synthetic blends and focusing on comfort, breathability, and longevity. Designed as part of a modular wardrobe system, the collection supports ease, flexibility, and everyday wear—reflecting a belief that fashion should align with both personal wellbeing and a more conscious approach to the planet.