Another Now is the vision of a better world from founder Sam Willoughby. Concieved during lockdown, but it was in reality, the culmination of many years of experiences and dreams.

Sam has 20+ years of experience in the fashion industry as a Fashion Stylist and Art Director. After completing a degree in fashion design she worked as a Fashion Editor at magazines, before later working as a freelance Stylist.

It was a year-long project for i-D magazine, in collaboration with the Centre for Sustainable Fashion at LCF, some years ago which first opened her eyes to the world of Sustainable & Ethical fashion brands. During this project, she also had the privilege of working with GB Paralympians Jonny Peacock and Stefanie Reid whom she found particularly inspiring.

She later held the role of Lead Stylist, then Creative Lead at ASOS, where she worked on the launches of the ASOS Modest & Adaptive wear ranges, plus a project with the GB Paralympics team. These projects further fuelled what she now describes as a ‘fire in her belly’ about Inclusion, Diversity and Representation.

Over recent years like many of us, she has become more and more conscious about the rising climate change issue and increasingly uncomfortable about the part that the fashion industry has played in this & she felt she wanted to be part of a change. 

A vegetarian since the age of 11, she decided to switch to a vegan diet in 2018, and as a consumer, she made the changes that many of us are making, including looking at her shopping choices and after looking around at the market, she decided to draw on her experience & knowledge to create the shopping experience which she felt was lacking.

Another Now brings together a curated edit of genuinely Sustainable and Ethical brands who offer products responsibly made (to last) with love and care, and who are unashamed to be stylish. Given her earlier involvement on projects with under-represented groups, it was inconceivable to her that Another Now wouldn’t cater to EVERYBODY. She is therefore committed to providing a Sustainable and Ethical offering for all bodies, genders, ages, sizes, and faiths.

As a single mum, she is acutely aware of how cost-prohibitive it can be to shop responsibly, and as the platform grows she is passionate about providing a Sustainable & Ethical offering to suit all budgets.