Pre-Seed extension — open until Q3 2026
The first fashion system built for the wellness generation.
A $8.5 trillion wellness economy. An apparel industry still running on 1990s logic. We're building the bridge.
Round at a glance
Backed & recognised by
Fashion is the second most polluting industry on earth — and still plastic.
of global textiles are fossil-fuel derived, shedding harmful microplastics with every wash.
of all clothes end up in landfills, causing toxic dye & fibers pollution.
of textiles get recycled into new clothing.
Meanwhile, consumers have changed. They meditate. They buy organic. They wear wellness on their wrist. But their wardrobe hasn't caught up. That's the gap.
We rebuilt fashion from the fiber up.
Mono-material
One fiber. One system. 100% TENCEL™ lyocell from certified Portuguese mills.
Modular wardrobe
Fewer silhouettes. Infinite outfits. For every mood, style and occasion.
On-demand supply
Produce what's sold. Data-driven manufacturing. Near-zero deadstock.
Three tides are rising together.
Wellness-as-identity
A fast-growing global economy. Driving demand for better consumption.
Regulation is coming
EU textile strategy, France's AGEC law, mandatory traceability.
Intent-action gap
73% of women want sustainable fashion. <20% actually buy it.
Not a pitch. A proof point.
Revenue arc · 2021–2025 actual · 2026–2028 forecast
- 10,000+customers served
- 15,000+garments sold
- 40%repeat purchase rate
- 75–80%gross margin at scale
- £1M+pilot channel revenue
- 15%CONSISTENTLY LOW RETURN RATE
- 2×successful Kickstarter campaigns
- 3 x FinalistNordic Startup & founder of the Year
"AWAN has the potential to redefine how we think about everyday clothing."
DTC meets B2B. One system, two engines.
DTC — the brand engine
Digital sales funnel with 75–80% gross margin, owned customer relationships and high repeat behaviour. Funds the rest.
B2B hospitality — the scale engine
Hospitality, hotels and retreats for targeted reach and predictable, high-volume orders.
Community-led growth
40% repeat purchase rate. Customers become salespeople. The flywheel feeds itself.
Led by a dreamer and a doer — in equal measure.
Oslo · 2026
Portrait
Anette Miwa Dimmen
Founder · CEO · Creative Director
Anette has quietly been proving the AWAN thesis from her Norwegian pilot market.
She is the rare founder who can design clothes, write the editorial copy and run the cap table in the same afternoon. The quality of her newsletters is not unrelated to the 40% repeat rate.
She combines creative direction and commercial discipline with ease. And has already proven she's got the passion, the grit and the growth mindset needed to scale a global 100M challenger brand.
"What we wear is the next frontier of wellness. AWAN is built for that shift."
Advisors & backers from
Diesel, OTB fashion group, All Saints, Reiss, Louis Vuitton, Farfetch, Ralph Lauren, Away, Paramount
See where you fit in.
Move the levers. Watch the business evolve. Figures are directional, based on our current unit economics and pipeline.
At this setting, AWAN could look like
Full sensitivity tables, cohort economics, and CAC/LTV breakdowns sit inside the data room. Request access below to see the working model.
Illustrative projections for discussion only. Not a forecast, not an offer of securities. Grounded in current pilot unit economics.
Strong margins. Proven concept. Scalable system.
Margins that compound
75–80% DTC, 55% wholesale. Each channel funds the next. No marketing burn habit.
Proven, not projected
£1M+ already through the till. 10,000+ customers. 51% come back. The thesis is past tense.
A platform, not a line
Mono-material is a system. Same fiber, same mills, infinite silhouettes. Category extension is a quarterly decision, not a re-build.
Ask anything about the business.
Risks, margins, model, roadmap, comparables, exit paths. Our assistant pulls from the same deck and memo we send to leads — and knows when to hand you off to a human.
The conversion moment
Request access to the data room.
Financials, cohort economics, cap table, product roadmap, founder interview. We review requests within 24 hours — no decks flying around the internet.
What you'll see inside
- Full financial model (3-year, monthly)
- Unit economics & cohort analysis
- Cap table and SAFE terms
- Supply chain & production dossier
- Product roadmap through 2028
- Recorded founder interview (20 min)
- Existing investor references