Modern Basics

We design essential pieces for your everyday life. From T-shirts to sweaters, best quality materials and updated basics to elevate your wardobe.

The Structured Pullover

The Soft Brushed Shirt

The Honeycomb Crew Neck

The Little Tokyo

Taking inspiration from the culture, the people and the stories, we have created a capsule collection to pay homage to our beloved hometown district "Little Tokyo". 

NEW IN

Discover the latest arrivals to our online store.

Merino + Cotton Blend

The easiness of cotton and the brilliance of merino wool is a perfect combination. It is one of the very seldom phenomenons where one plus one equals three.

Shirts

Knitwear

T-Shirts

NOWADAYS, a sustainable brand

Long time before sustainability became a trend a few things already made sense anyway. We developed the brand to transfer all-time classics into the NOWADAYS world. We never followed the latest trend or the goal to set a new trend every day or every week. We think style goes beyond the season and any trend. There are wonderful styles in the world of fashion that make you look effortless cool. We found our approach to add this with the NOWADAYS stylistic. We are talking about timeless pieces with a little twist to make them special. Number one fact to be sustainable is to wear your cloths beyond the season. To do so, the styles need to be designed to make you happy for long term.