How About Now?
A collaboration built around one simple question: how do you live the now?
- Creative direction & campaign
- Nowdays
- Collection development
- HIST
- Format
- Capsule collection · 3 pieces
- Discipline
- Fashion, Campaign, Content
A project that brings fashion, reflection and attitude together around a simple question: how do you live the now?
The partnership comes from two brands that share the same creative restlessness: turning ideas into practice. Anyone who creates knows that insight alone doesn’t sustain a process.
In a landscape where people often wait for the perfect moment to act, the collaboration proposes the opposite: an invitation to the present.
Some ideas stay in your head. Others take shape.
The proposal is to spark an everyday reflection: how do we build our small rituals today? In an accelerated world, driven by future goals and the constant search for the next step, it’s easy to forget that well-being is born in the instant: today, here, now.
With HIST × Nowdays, living the present is framed as a gesture of self-care, courage and awareness. Fashion becomes a tool for expression and a nudge towards the small daily decisions that bring us closer to a more present life.
Nowdays
Creative Direction & CampaignWe shaped the concept and the visual language of “How About Now?”, directed the shoot and captured the campaign content, from stills to film.
HIST
Creative & Collection DevelopmentDeveloped the campaign and the collection, turning the manifesto into three pieces and taking them to market.
Three pieces that make the manifesto tangible.
Oversized shirt
Cotton oversized shirt carrying the shared phrase “How About Now?”.
Tobacco pouch
Foldable canvas-and-leather smoke pouch, made for everyday rituals.
Lighter holder
Metal lighter holder with custom details, part of our private ritual.
“How About Now?” doesn’t bring ready-made answers. Only the question, and the invitation to live it now.
