Nau was started in 2007 by a group of brand, retail and product designers who wanted to create a new kind of business. The name, Nau (pronounced "now"), was drawn from the traditional Maori greeting, "Nau mai! Haere mai!", meaning, "Welcome! Come in!".
It began with a question: can business be a force for good?
Nau launched with a bold vision and a rebellious spirit, embodied by the project's early codename, "UTW", an unapologetic acronym for "Unfuck The World". Blending beauty, performance and sustainability, Nau's first season was crafted from sustainable fabrics including 100% organic cotton and 100% recycled polyester, in styles that redefined how stylish outdoor performance apparel could be.
Since then, the philosophy that it's always possible to make things better has animated everything we do, from the design of our apparel to the design of our business model. For over a decade, we've pioneered sustainable fabrications, retail concepts, giving programs and philanthropic partnerships. It's this relentless search for better that has produced the best in versatile apparel design.
Born of a need for better,
Nau designs versatile, sustainable apparel to go everywhere you do.
We believe in making better product that lasts longer and leaves a smaller footprint. What defines a 'better product'? At Nau, it's all about versatility: the ability to move effortlessly through changing environments without changing clothes. Instead of a closet full of trendy, activity-specific jackets, we think it's better to have one beautiful piece that works on mountain hikes, city commutes, and international road trips.
To achieve versatility, we optimize performance, style, color and fit to create timeless pieces that transcend any singular use. Combining technical fabrics for outdoor performance with modern designs and tailored finishing, Nau apparel does more so you need less.
Better isn't a destination: it's a journey of continuous refinement.
At Nau, it's the path we've dedicated ourselves to pursuing: designing the best in versatile apparel, and giving back while pushing sustainable business forward. From design and development to operations and customer service, each of us at Nau embodies these ideals and we consider them with each task we take on.