The Founding Story

AWAN (As We Are Now) was founded in Norway, 2018, by serial entrepreneur Anette Miwa Dimmen. Anette found herself asking the question why she felt the need to change clothes as soon as she came home. And why was she changing into clothes she didn't want to be seen in?

From these questions AWAN was born. She wanted to create comfortable and effortlessly flattering pieces for women to feel free in at home, but also versatile enough to be used anywhere and anytime. Late 2019, Anette met Lisen Follin, a Swedish business strategist with her mind set on transforming the wasteful fashion model.

On a mission to change the dressing experience for women, AWAN is designing sustainable comfort-first clothing to be worn all day or all night.