Now accepting partnership enquiries for Spring / Summer 2026
Looks like fashion. Feels like skincare.
Elevated wellness apparel for hotels, spas, retreats and hospitality environments designed around comfort, movement and modern guest experiences.
"It's the only clothes I want on my skin when I'm travelling to warm destinations & on beach vacations"
— AWAN customer & frequent traveller
As featured in
AWAN is a wardrobe for arrival, ease, and return.
As We Are Now (AWAN) is a Scandinavian fashion and lifestyle brand designing plastic-free, modular fashion for rest, travel, and everyday wear. The collection is built around a single biodegradable fibre (TENCEL™), offering a soft, breathable, and elevated alternative to synthetic garments.
WHAT MAKES US DIFFERENT
- 100% plant-based, no synthetic fibres
- Perfect for direct skin contact in warm climates (hypoallergenic & antibacterial)
- Modular wardrobe system with mix-and-match styles
- Elevated aesthetic aligned with premium hospitality environments
- Focus on comfort, wellbeing, and sensory experience
Scroll →
Because guests remember how a place made them feel.
Hospitality has perfected the bed, the scent, the treatment room and the table. Yet what guests wear in moments of true ease is often still overlooked.
AWAN was built for that space. Pieces designed to belong to the stay, yet remain in the wardrobe long after.
The women keep coming back.
"I've never owned anything like this. The Wrap Dress lives in my suitcase. I bought a second one for my sister, and a third one for myself."
"Seriously, I love this dress! Glorious material - breathes well and flows even better. The cut is flattering and comfortable; as the expression goes, 'it fits me everywhere, but touches me nowhere' "
"Yesterday I got my Boho dress in the mail; I put it on and now it's only thing I ever want to wear, ever again. So comfortable and soft, i feel so glamorous and feminine in it."
"I've never owned anything like this. The Wrap Dress lives in my suitcase. I bought a second one for my sister, and a third one for myself."
"Seriously, I love this dress! Glorious material - breathes well and flows even better. The cut is flattering and comfortable; as the expression goes, 'it fits me everywhere, but touches me nowhere' "
"Yesterday I got my Boho dress in the mail; I put it on and now it's only thing I ever want to wear, ever again. So comfortable and soft, i feel so glamorous and feminine in it."
Easy to stock. Easy to want. Easy to sell.
A wardrobe where 1-2 pieces can dress a guest for yoga at dawn, breakfast at ten, and dinner at eight — without changing a thing.
We sell alongside you.
Curated capsule partnerships designed to integrate naturally into hospitality and wellness environments.
Curated capsule model
- Small modular assortment
- Flexible partnership structures
- Low inventory complexity
- Designed for hospitality environments
Guest discovery & retail
- Boutique and wellness retail integration
- High-intent guest audience
- Elevated guest experience enhancement
- Long-term direct customer potential
Brand & activation layer
- Editorial storytelling
- Wellness events & activations
- Founder-led collaborations
- Optional co-branded opportunities
Is AWAN right for your property?
Ava is our partnership assistant. Ask about fit, minimums, logistics, durability, guest experience, customization, onboarding, and pricing logic. Specific figures are shared only after inquiry.
Property type
Size
Positioning
Primary guest
Ava recommends
Starter
Terms shared after inquiry
A focused pilot for properties that want to test guest response before scaling the assortment.
Partnership packages.
Pilot Capsule
Terms shared after inquiry
A low-risk introduction designed to test guest response and retail performance before scaling.
- Small curated assortment
- Low operational complexity
- Retail or consignment model
- Guest-response-led scaling
- Digital guest discovery assets
Signature Retail
Terms shared after inquiry
A considered retail layer built around your property, your guest, and your seasonal rhythm.
- Expanded assortment planning
- Spa/lobby retail integration
- Staff briefing & onboarding
- Seasonal replenishment strategy
- Wellness retail positioning
Hospitality Partnership
Terms shared after inquiry
A long-term collaboration where AWAN becomes part of the guest experience itself.
- Co-developed guest experience layer
- Wellness activations where relevant
- Uniform or capsule opportunities
- Strategic long-term collaboration
- Multi-property scaling potential
Start the conversation.
Share a few details and the AWAN partnership team will follow up with tailored next steps.