Industry profiles showed AWAN on runway in the world’s most sustainable furniture factory
Showcasing the Oslo-based DTC comfort-first fashion brand during Oslo Runway.
By JOHAN MAGNUSSON
August 29, 2022
AWAN (As We Are Now) puts comfort first. Founder and designer Anette Miwa Dimmen has created a range, described as a capsule wardrobe, that looks elegant and dressed up while the fabrics, including soft and biodegradable Tencel lyocell jersey from wood fibres, and cuts also aim to give it the feeling of complete ease. The feminine sets and dresses are designed to allow the wearer to both focus, play, sleep, or party and in Oslo, Miwa Dimmen shared that the range is as popular for pregnant women as for business leaders. To reduce overproduction, AWAN offers on-demand sales and production.
— We’re on a mission to merge fashion with our everyday wardrobe. Sustainability is about so much more than fabrics. We need to work towards a full supply chain disruption and change people’s perception of what fashion is and who it is for. We want to prove that fashion does not have to be a compromise between looking good, feeling good, and making sustainable choices, says Miwa Dimmen.
During Oslo Runway, AWAN joined forces with SWIMS, Varsity Headwear, and other leading and emerging Norwegian lifestyle brands on a special event in The Plus, built by Vestre and described as the world’s most sustainable and cutting-edge furniture factory, in eastern Norway. As models, the brand showcased prominent profiles from Norwegian business, culture, and fashion, aiming to show how effortlessly the pieces can be dressed up or down to suit different personalities or occasions. These included Heidi Aven, founder of SHE Community and SHE Conference (Europe’s largest gender equality conference); Kamilla Thue, the major of Eidskog (where The Plus is located) since 2015, representing Arbeidspartiet (Ap), the largest political party in Norway; Aissatou Ceesay, fashion profile and co-founder of the West African Scandi jewellery brand Diawéne; Birgit Liodden, founder and CEO of TOOL (The Ocean Opportunity Lab), the world’s first interactive map and resource matchmaking platform for innovators across ocean, renewables and circular solutions, and Iselin Shumba, a multi-talented and well-known Norwegian actress, painter, climate activist, and speaker, born in Zimbabwe.
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