AWAN: Redefining Fashion Through Wellness and Circular Innovation
Building a new fashion category where personal wellbeing and sustainability go hand in hand
Founded by entrepreneur and designer Anette Miwa Dimmen, AWAN is a Norwegian fashion and technology company challenging traditional industry models through circular design, wellness-focused products, and data-driven production. Built on the belief that fashion can be both desirable and responsible, AWAN seeks to create a new category where personal wellbeing and planetary health are equally important.
From Personal Need to Industry Transformation
The idea behind AWAN emerged from a simple frustration. Dimmen struggled to find clothing that combined the comfort of homewear with the elegance of occasion wear. What began as a personal search quickly evolved into a larger mission after she discovered the systemic challenges facing the fashion industry, including overproduction, waste, limited representation, and outdated supply chains.
Rather than following traditional fashion business models, AWAN was developed with inspiration from the startup and technology sector. The company launched through a successful Kickstarter campaign and has since received support from Innovation Norway, participated in accelerator programs, and attracted investment from international venture capital partners.
Fashion as a Tool for Positive Change
At the core of AWAN is the concept of wellness fashion — clothing designed with both human wellbeing and environmental responsibility in mind. By combining sustainable materials, circular business principles, and technology-enabled production methods, the company aims to reduce waste while creating garments that support modern lifestyles.
AWAN's long-term ambition extends beyond its own collections. The company seeks to develop a scalable blueprint for circular growth that can inspire broader transformation across the fashion industry.
Our Approach
AWAN combines creative design thinking with technological innovation to rethink how fashion is created, produced, and consumed. The creative process begins with research, reflection, and observation before ideas are tested and refined together with the community.
Unlike traditional fashion brands that rely on large-scale production, AWAN explores data-driven and on-demand approaches that help minimize overproduction while strengthening the connection between customer needs and product development.
By integrating fashion, wellness, sustainability, and technology, AWAN represents a new generation of brands seeking to create lasting impact rather than simply producing more products.
Founder Reflection
"We want to build a blueprint for circular growth and show that fashion can be part of the solution rather than the problem."
— ANETTE MIWA DIMMEN
CLIENT
AWAN
FOUNDER
Anette Miwa Dimmen
CATEGORY
Fashion Innovation & Sustainability
DELIVERABLES
Brand Strategy
Fashion Design
Circular Business Development
Product Innovation
Community Building
Technology Integration
Sustainable Production
Wellness Fashion
LOCATION
Norway
FOCUS AREAS
Circular Fashion
Wellness
Sustainability
Technology
Innovation
Community
COLLABORATION
Collective Oslo