NOW_THEN derives from a play on words, meaning ‘a future that does not exist yet’.

We were drawn to the idea of experiences to come, inspired by the emotions that arise when you first dive somewhere new, discover a secret spot or wander away to a distant place.

NOW_THEN express our love for the Ocean and aim for new adventures. Whether contemplating a magnificent coral reef or catching a perfect wave, we want to share with you the greatness of this magical place which is worth protecting.

We believe that fashion has the powerful ability to let us dream. At the same time, we are convinced that fashion should be fair and sustainable, and should contribute to make this a better world for tomorrow.

We created NOW_THEN for strong, self-confident women. The ones with a free spirit, the ones who build their own fires and find their own peace.

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