About Nowadays
Nowadays was created for the little ones who wear it—
and the parents who shape the world around them.
and the parents who shape the world around them.
At Nowadays, we design clothes that go beyond simply ‘keeping up’ — they become part of the story. Pieces that slip easily into morning routines and playful afternoons, that feel just as right in the rush of the everyday as they do in the moments you want to hold onto. Thoughtfully made with movement, comfort, and creativity in mind, they invite parents to dress their little ones in a way that feels like them — effortless, expressive, and full of heart.
More than a kidswear brand, Nowadays is a community. A space for parents who embrace both the chaos and the joy, who find meaning in the in-between, and who believe that style and sentiment can go hand in hand.
Our Philosophy
At Nowadays, we believe that every choice we make shapes the future. From the materials we select to the way we manufacture our kidswear, environmental impact is at the heart of our decisions. We are committed to using organic cotton and sustainable fabrics that are gentle on both the planet and the little ones who wear them.
Our approach is built on the belief that the pieces in our wardrobe should be both timeless and kind. We design with longevity in mind, ensuring each piece is crafted to last and grow with your child. We strive for transparency in our journey, constantly learning and refining our practices to minimise our footprint and maximise positive impact.
More than just ethical materials, our commitment extends to the people behind the process. We work with suppliers who uphold fair and safe working conditions, ensuring that the hands that create our clothes are treated with respect. By fostering responsible practices and developing long-lasting relationships with our partners, we aim to create not just beautiful clothes, but a better future for the generations to come.
Nowadays Journal
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Why Organic Cotton is Best for Children's Cloth...
Discover why organic cotton is the best choice for children's clothing. Learn about its benefits, care instructions, and why it's worth the investment for your child's wardrobe
Why Organic Cotton is Best for Children's Cloth...
Discover why organic cotton is the best choice for children's clothing. Learn about its benefits, care instructions, and why it's worth the investment for your child's wardrobe
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The Nowadays Kidswear Difference: Our Approach ...
Explore what sets Nowadays apart in children's fashion. From our considered design process to our commitment to quality, learn how we're redefining premium kidswear through thoughtful details and real understanding...
The Nowadays Kidswear Difference: Our Approach ...
Explore what sets Nowadays apart in children's fashion. From our considered design process to our commitment to quality, learn how we're redefining premium kidswear through thoughtful details and real understanding...
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A Guide to Nowadays Clothing: From Everyday Ess...
Discover how our thoughtfully designed collection works together seamlessly to create a wardrobe that grows with your child. From our signature essentials to seasonal pieces, learn how Nowadays clothing brings...
A Guide to Nowadays Clothing: From Everyday Ess...
Discover how our thoughtfully designed collection works together seamlessly to create a wardrobe that grows with your child. From our signature essentials to seasonal pieces, learn how Nowadays clothing brings...
Acknowledgement of Country
Nowadays respectfully acknowledges the Traditional Custodians of the land on which we work and live, the Dharug and Gadigal people.
We honour their Elders past, present, and emerging, and are committed to learning from and supporting the ongoing preservation of their culture and traditions.
We acknowledge their wisdom, resilience, and deep connection to the land, waters, and communities. We recognize that this land was never ceded, and we are deeply grateful for the opportunity to create, share, and grow here.