Hotels we love
The latest photoshoot for NOWADAYS took place in an exceptional location: the historic Telegraphenamt Hotel in Berlin. Once a major hub for communication, the building has been meticulously renovated and now blends classic architecture with modern design elements. This unique setting provided the perfect backdrop to showcase NOWADAYS’ current collection.
The hotel's clean lines, high ceilings, and large windows perfectly complemented the minimalist, urban aesthetic of the brand. The well-lit spaces and industrial details offered a variety of striking visuals for the shoot. Each area within the hotel—from the stylish foyer to the grand staircases and individually designed rooms—added fresh dimensions to highlight the versatility of the collection.
The combination of industrial charm and modern luxury at the Telegraphenamt underscored the timeless yet forward-thinking character of the brand. This distinctive atmosphere allowed the collection to be presented in a way that highlighted both its modern simplicity and elegant style, capturing the essence of NOWADAYS.
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 Honeycomb Crew
Our signature honey comb pullover with a twisted yard. Ready to wear any time to any occation.
The peached T-Shirt
Ultra soft peached T-Shirts in 100% organic cotton with our golden stiched NOWADAYS logo embroidery
The Structured Pullover
Crew neck pullover with structures surface. The everyday jumper.
SHOP BY CATEGORIES
SHIRTS
KNITWEAR
PANTS
NOWADAYS, a sustainable brand
Long before sustainability became a mainstream concept, certain values were already ingrained in our approach to fashion. When we developed NOWADAYS, our goal was to take timeless classics and reinterpret them in a way that reflects the brand’s unique vision. We’ve never been about chasing fleeting trends or trying to create something new every week. Instead, we focus on style that stands the test of time, going beyond the limits of seasons or passing fads.
Fashion is full of effortlessly cool looks, and our approach has been to enhance these with the distinct NOWADAYS aesthetic. We aim to create timeless pieces that offer something extra—a subtle twist or unique detail that makes them stand out without losing their versatility. At the heart of sustainability is the idea of wearing clothes for more than just one season. For this to happen, the designs need to be made not only to last but to bring joy and satisfaction over the long term. It’s about creating fashion that feels relevant today and remains a favorite piece for years to come.
