Now_Then
Now_Then is an ecoluxe couture swim label that offers a sustainable luxury collection made with eco-friendly fabrics and ethical manufacturing for ocean-minded women with an eye on tomorrow. Inspired by the ocean and the adventures to come, the brand strives to make stylish and timeless premium garments and raise a voice for ocean conservation. All fabrics and components used by Now_Then are certified with the Oekotex® 100 Standard, which means that they are free of harmful and toxic chemicals.
Now_Then derives from a play on words, meaning ‘a future that does not exist yet’. Drawn to the idea of experiences to come, inspired by the emotions that arise when you first dive somewhere new, discover a secret spot or wander away to a distant place. Now_Then expresses our love for the Ocean and aim for new adventures. Whether contemplating a magnificent coral reef or catching a perfect wave, they want to share with you the greatness of this magical place which is worth protecting. They believe that fashion has the powerful ability to let us dream. At the same time, we are convinced that fashion should be fair and sustainable, and should contribute to make this a better world for tomorrow. Now_Then was created for strong, self-confident women. The ones with a free spirit, the ones who build their own fires and find their own peace.
Since its launch in 2016 by its Creative Director and Founder Andrea Salinas, Now_Then has gained wide media coverage, appearing in international leading publications such as The New York Times, Financial Times Fashion and a large number of top fashion magazines like Vogue, Harper’s Bazaar, Elle, Vanity Fair. The label also received a warm welcome by some of the industry’s key players such as the leading trends agency WGSN, that identified Now_Then as one of the leading emerging sustainable brands. In addition, Now_Then was awarded with the Sustainable Fashion award by The British Council for its debut collection.
The Swimwear collection provides sporty inspiration and a very feminine character. A comfortable and precise fit enhances the female silhouette in a natural way eliminating accessories such as metal pieces, paddings or push ups. The collection is responsibly manufactured in Spain by skilled local artisans using hand-making couture techniques such as the seamless finishes that give these garments a “second skin” effect.
The Oceanwear capsule, made with petroleum-free Japanese neoprene, made of minerals, is the perfect match between fashion and function for the stylish watersports lovers. With a beautiful smoothskin finish, the ecoprene stands out by its superior functionalities as water hydrophilic properties, light weight and stretchability.
Now_Then uses recycled ocean waste fabrics (ECONYL®) and petroleum-free ecoprene. The fabrics and components are Oekotex100 certified, toxic-free and skin-safe. The collections are responsibly made on a small scale with ethical manufacturing standards. Now_Then also collaborates with environmental NGOs for ocean conservation.
Based: Madrid, Spain.
Ships to: Worldwide.
Products: Swimwear + Oceanwear (active pieces, neoprene) + artisanal beach towels.
Mission: To fight ocean pollution by reclaiming ghost fishing nets and give them a second life transforming them into high quality regenerated nylon and turning them into beautiful swimwear.
Vision: We are a brand inspired by the Ocean and we believe that fashion can be a force for good and and the perfect way to spread the word for ocean conservation.
URL: https://nowthenlabel.com
