We imagine an alternative reality.
A change in the fashion industry and the way we consume. 
Which doesn't turn a blind eye to the welfare of the people who make our clothes, relentlessly plunder our planets resources in pursuit of the latest trends, or perpetuate the unattainable notion of never-ending youth. Where everyone is respected, valued & catered for.     

Our Story

Founded by Sam Willoughby, a Fashion Stylist and Art Director with over 20 years’ experience, Another Now is the result of years spent working within the fashion industry, paired with a growing discomfort about its impact on people and the planet.

Sam spent much of her career immersed in the world of fashion: from magazine editorials to e-commerce campaigns, working with global brands and inspiring individuals. But over time, the disconnect between what looked good and what felt good became harder to ignore.

During a year-long editorial project with i-D magazine and the Centre for Sustainable Fashion, Sam was introduced to the world of sustainable and ethical fashion. This was a turning point – a chance to rethink everything. Working with GB Paralympians, as well as involvements in projects which represented marginalised groups (such as plus size ranges and Modest fashion) deepened her commitment to inclusion, representation, and purposeful storytelling.

Like many of us, Sam became increasingly conscious of climate change and uncomfortable with fashion’s role in it. She changed how she ate (vegan since 2018), how she consumed, and how she thought about her wardrobe. But when she tried to shop better, more ethically, more inclusively, more consciously, she found the experience confusing, overwhelming, and often inaccessible.

So she decided to create the shopping experience she couldn’t find. A place to find clothing which was planet conscious, ethically made, unafraid to be stylish, colourful, and importantly catered to all of us...Another Now was born.

How we choose our brands

Before onboarding a brand, we carefully research their practices and policies to ensure they reflect our values.

We have 3 assesment criteria for choosing our brands, which we like to call our 'core pillars'.

1. Sustainability & Ethics

Our founding principle, and the first filter for every brand we stock.

We simply don’t stock any brands that don’t meet our minimum standards for environmental responsibility, ethical labour practices, and transparency.


We care deeply about the planet: from the natural ecosystems that sustain us, to the raw materials we rely on, to the impact our choices have on climate, biodiversity, soil health, and future generations.

We care just as much about people. The garment workers, farmers, artisans, and everyone along the supply chain whose labour and livelihoods are often hidden or undervalued. We believe in fair pay, safe working conditions, and the right to be treated with dignity and respect.

We also believe animals deserve protection from exploitation. While not all of our brands are vegan, we require full transparency around the sourcing and treatment of animal-derived materials, and we support high-welfare practices that minimise harm.
At this time, we ourselves choose not to sell any items that contain animal products.


From protecting human rights and reducing carbon emissions, to innovating with low-impact materials and offering take-back schemes, our brands contribute in diverse, meaningful ways. We know there’s no single perfect formula,but our aim is to spotlight the range of positive approaches being taken to reduce harm and create better systems.


You can explore each brand’s practices in more detail on their individual pages, where we outline their work under three headings:
PEOPLE, PLANET, and ANIMALS.

You can also visit our Sustainability & Ethics page for more on our values and specific policies for this core pillar.


2. Inclusivity, Diversity & Representation

Our second raison d’être, and a core pillar we use to assess our brands, is their focus on inclusivity, diversity and representation.

We celebrate all bodies, genders, ages, sizes, abilities, and faiths.
We believe conscious fashion should be accessible to everyone, and that fashion should reflect the real diversity of the world we live in. This is why we seek out brands who feel the same.

Please note that all inclusive brands we sell are primarily chosen for their sustainability and ethical commitments, so the brands who are considering both areas are the superheroes in our opinion!

You can visit our page on Inclusivity, Diversity & Representation for more details.



3. Style, Design & Longevity

We believe sustainability should never mean compromising on style.

Every brand, and every piece, is handpicked for its design, quality, and ethics.

We look for thoughtful construction, high craftsmanship, and timeless appeal that transcends fleeting trends and fast-fashion cycles.

We also love colour! We know that sustainable fashion can sometimes have a reputation for being a bit, well... boring, and we want to challenge that and show you that buying responsibly doesn’t mean you have to compromise on style.

How we assess & onboard our brands


We assess all new brands against our core criteria. This includes reviewing sustainability and ethical practices, with evidence (such as certifications or third-party audits) to support their claims.

Ongoing Accountability

We monitor our brand partners to ensure they’re continuing to uphold their commitments. (Many of them choose to improve them).

At the heart of Another Now is a commitment to transparency and accountability.

We know conscious consumers need honest, clear information, and we aim to provide it.

Sustainable Packaging
We ask that all packaging be minimal, considered, and designed with sustainability in mind.

We also believe in storytelling: sharing the people, processes, and purpose behind every product you choose.

if you have any question or want to know more about any of our brands, please don't hesitate to get in touch.

hello@another-now.com

Do the BEST you can until you KNOW BETTER, then when you know better, DO BETTER'.

-Maya Angelou

We know that we aren't perfect, but in the words of the late, great Maya Angelou, we promise to always 'Do Better'.

As we learn more, and as we grow then we will also change, adapt and improve. As the industry evolves and new Sustainable practices or technologies emerge, we remain committed to continuous improvement.

By staying informed and open to learning, we will adapt to changes and refine our methods to align with the latest standards and best practices.

Feedback is invaluable to us, as it helps identify areas for growth and fosters a collaborative approach to progress. Your insights and suggestions will always be welcomed and carefully considered as we move forward.


Please feel free to reach out to us at
hello@another-now.com