We're slowing down the Sale cycle

Our summer sale is here! (but not as you know it).


This year we have opted to do things a little differently, going against the grain and staying committed to our values of slowing down and operating more sustainably.

AIDA Summer sale

Shop Men’s Sale  |  Shop Women’s Sale  Shop Home Sale


Whilst we adore the seasonality of our collections,  we can’t help but feel that such beautiful and thoughtfully made clothes shouldn’t be discounted so readily. The expected and sometimes exhausting sale cycle continues to fuel the ‘discount mindset’ and feed over-production processes in the fashion industry. As part of the industry we believe that we have a responsibility to try and help slow down this process and encourage our customers to do the same. With this in mind (and in spite of the global challenges presented by the recent lockdown) we have chosen not put our entire SS20 collection into sale.


Instead, we will continue forward to present a curated sale edit of fairly-priced, seasonal selections, allowing us to commit to our values of slowing down and operating more sustainably. This also includes buying more responsibly, consuming more consciously and encouraging our customers to do the same! We will continue to bring to you beautiful and seasonal collections, paired with timeless wardrobe staples that will never be discounted but remain cherished items in your wardrobe for the long-term.


 Men's Sale Top Picks
AIDA Men's Sale
Women's Sale Top PicksAIDA Summer sale
Homeware Sale Top Picks

P.S If you still haven't had a chance to visit us in person, our Shoreditch store is now (safely) open. Stop by for a take-away coffee and a leisurely browse of the Summer Sale.


Shop Men’s Sale |  Shop Women’s Sale  Shop Home Sale

Leave a Reply

A little AIDA in your Inbox

Sign up and keep up with the news and the new. Special edits, events and exclusive offers - plus 15% off your first order.

Post your comment