CREATED IN
LIVERPOOL
BUILT FOR
EVERYWHERE
TWO FRIENDS, ONE VISION
ONE BRAND FOR EVERY PART OF LIFE
TWO FRIENDS
ONE VISION
As You Wear was created in Liverpool by two friends with the same vision.
Not to create another clothing brand, but to build the kind of brand they wanted to wear themselves.
One brand, one identity — whatever the day looks like.
YOUR DAY
CHANGES
YOUR STYLE
SHOULDN'T HAVE TO
ONE BRAND
EVERY OCCASION
You might start the morning in the gym, spend the afternoon getting things done, meet friends later, then head away for the weekend — travelling, working, training and switching off.
That became the idea behind As You Wear.
A brand that could move with you through every part of real life — from activewear built to train in, to everyday essentials, casual streetwear, headwear and the pieces you reach for when you want to look put together without thinking too hard about it.
NOT SEPARATE BRANDS FOR SEPARATE VERSIONS OF YOU
AS YOU WEAR
Because the person wearing it decides what it becomes.
There isn't one As You Wear style.
There isn't one type of As You Wear customer.
There isn't one place it belongs.
YOU MAKE IT YOURS
WHY HEADWEAR
CAME FIRST
Every brand has to start somewhere, and for us it started with headwear.
A cap is one of those rare pieces that crosses almost every part of your wardrobe — gym kit, tracksuit, jeans, a t-shirt, a hoodie, the airport fit and weekend clothes.
It made sense as our beginning.
THE ORIGINAL IDENTITY
Our Classic Collection established the cleaner side of As You Wear — understated, recognisable and easy to wear.
SOMETHING MORE DISTINCTIVE
Our Signature Collection introduced a stronger visual identity — a symbol designed to become instantly associated with As You Wear and everything we're building around it.
IT WAS
CHAPTER ONE
WE'RE BUILDING
A WARDROBE
As You Wear is being built with a much bigger picture in mind.
Headwear today, clothing next — then activewear, everyday essentials and pieces designed for the gym, the street, travelling, weekends and everything in between.
The goal isn't to fill a website with hundreds of products.
It's to build a wardrobe.
The one you end up living in.
The one that somehow goes everywhere with you.
The one that fits exactly how you want it to.
The stuff you train in and don't want to change out of.
BUILD SOMETHING
THAT LASTS
There are two people behind As You Wear, but from the beginning there has been one shared outcome.
We're not interested in creating a brand that exists for one season.
We're building As You Wear to become a recognisable British lifestyle brand — born in Liverpool, shaped by where we're from, but made to be worn anywhere.
We're at the beginning of that journey.
NEW PRODUCTS
NEW COLLECTIONS
NEW IDEAS
THE BRAND WILL EVOLVE
THE PRINCIPLE WON'T
WHATEVER YOU'RE DOING
WHEREVER YOU'RE GOING
HOWEVER YOU WEAR IT
WEAR IT YOUR WAY.
AS YOU WEAR