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Aday: The Anti-Fashion Fashion Brand
How 36 people built a $3.8M business selling the same 5 pieces to everyone
In a world drowning in fast fashion, Aday is betting everything on less. With just 36 employees and a $3.8M revenue, they've built a cult following around the radical idea that you don't need a closet full of clothes—you just need the right ones.
"Their biggest traffic source isn't Google—it's direct. People don't search for 'clothes,' they search for 'Aday.'"
The Capsule Wardrobe Rebellion
Aday's genius isn't in creating new trends—it's in killing them. By focusing on 'super fabrics' and versatile pieces, they've turned outfit repeating into a status symbol. Their top search term isn't a product name—it's just 'aday' with 3,600 monthly searches. That's brand recognition, not SEO.
The 2.9-Star Paradox
Here's the counterintuitive part: Aday's Trustpilot sits at 2.9/5 from 21 reviews. Yet they're growing. This suggests they're not trying to please everyone—they're building a tribe that gets it. The complaints likely come from people who don't understand the 'less is more' ethos, while the true fans evangelize the quality over quantity philosophy.
The traffic split tells the real story: 54% direct, 28% organic. This isn't a brand that's hacking SEO—it's a brand that's hacking culture. When people type 'thisisaday.com' directly, they're not browsing. They're buying. This is the hallmark of a community-driven brand, not a transactional one.
- 36 employees generating $3.8M = $105K revenue per employee
- 2M funding suggests they're still in growth mode, not profitability
- Top keywords are all branded—'aday' dominates search volume
- Capsule wardrobe positioning creates built-in repeat purchase behavior
The Quiet Revolution
Aday proves that in fashion, the most powerful strategy isn't to shout—it's to whisper consistently to the right people. With $2M in funding and 36 employees, they're not building a brand. They're building a movement.
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Meta Tags
Aday | Capsule wardrobes of modern essentials and minimalist clothing.
We are on a mission to lift the standard by offering sustainable + versatile pieces for your wardrobe so that you can do more with less. We source innovative super fabrics and partner with factories who put people + planet first. We believe in outfit repeating and the power of capsule dressing.
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ADAY
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Reviews (20)
Customer Service Rocks
Due to a size issue, I needed to return a pair of pants. I could not print a return label since I had moved to a different state and my printer was slated to arrive after the due date for returning arrived. Miranda, in customer service, replied to my query with a well thought-out, personal reply. I followed her instructions and was able to easily return the garment. I have several pieces of clothing from A Day and love their quality and style. My interaction and communication with Miranda makes me want to order from this company even more.
I live in these pieces
I live in these pieces. The trousers are sharp looking and unbelievably comfortable for long days. I love thé tops which are great looking and don’t need ironing. An amazing capsule wardrobe for travel. Shipping and returns to the UK is streamlined and easy.
Nice brand, great support
I wear Aday every day now and it's comfortable, attractive, and easy. It's been expensive to be a customer and sometimes irritating to patronize when garments in my size are often out of stock in the colors that would be most flattering for my skin tone, but whenever I've reached out to customer support about an order I've gotten what I've paid for. They've stood behind their products and resolved any issues in a timely manner, whether I had a problem with a garment, applying a coupon, or just had a silly question. I've been substantially updating my wardrobe for the first time in about a decade and thus a little needy lately, but they've truly been just an email away and I appreciate that.
Good quality
Good quality, lightweight clothes. I own a dress, trousers, a shirt and some tops. The high price point is the main reason for not shopping there more. I'd recommend aday for warmer weather travel wardrobe.
Five star company
I’ve now ordered various items from Aday and absolutely love them. The dispatch time is amazing, if I order something on Monday morning, I sometimes receive it on Wednesday (in the U.K.)! And in the U.K. the taxes are included in the price, so you don’t need to faff about with your tax office. Returns handled by Aday cost about £18, which when you’re buying clothes for £££ isn’t too bad….you could possibly arrange return postage for less yourself, but I like the tracking facility of doing it via Aday. There’s been a few times when I’ve contacted customer services about something and they’ve been wonderful (shout out to Eymara…who seems to receive all my questions with a helpful & cheerful manner)! I love this company for the style and ethos.
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About thisisaday.com
We are on a mission to lift the standard by offering sustainable + versatile pieces for your wardrobe so that you can do more with less. We source innovative super fabrics and partner with factories who put people + planet first. We believe in outfit repeating and the power of capsule dressing.
Company Overview
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Technology Stack
thisisaday.com uses 37 technologies across their website including AccessiBe, Font Awesome, Adobe Fonts, hCaptcha, HSTS, and more.
Accessibility
AccessiBe
Fonts
Font Awesome, Adobe Fonts, Google Fonts
Security
hCaptcha, HSTS, reCAPTCHA
Programming Languages
PHP
CDN
unpkg
Cloud & Hosting
Amazon S3, Amazon Web Services, AWS CloudFront, Cloudflare
Traffic & Audience
thisisaday.com receives approximately 27.8K monthly visitors and ranks #883,206 globally. The website has a bounce rate of 45% with visitors viewing an average of 2.8 pages per visit. Users spend an average of 0:29 on the site.
The majority of thisisaday.com's traffic comes from undefined, undefined, .
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