ADAJE is the evolution of a simple belief: clothing should mean something.<\/p>
Priddlestix was the laboratory. It\u2019s where we tested the ideas that eventually became the blueprint for ADAJE.<\/p>
Not loud for the sake of it. Not throwaway. Not designed to be worn twice and forgotten.<\/p>
Priddlestix was the beginning. It gave us room to experiment, test ideas, and learn what felt right. Over time, we realised the brand was moving in a different direction. Less playful. More confident. More understated.<\/p>
That is where ADAJE came from.<\/p>
ADAJE is built around a simple idea: premium organic streetwear with a quieter kind of confidence. The kind that does not need to shout.<\/p>
We create pieces with meaning behind them. Some are driven by slogans, some by graphics, some by a feeling or a moment. But everything is designed to feel wearable, timeless, and considered.<\/p>
We are not interested in fast fashion.<\/p>
We are interested in the long game.<\/p>
That means better fabrics, better quality, and designs you will still want to wear long after trends have moved on. It means fewer pieces, chosen more carefully. It means building a wardrobe that feels personal rather than disposable.<\/p>
We use premium organic cotton and work with circular production methods that help reduce waste. Every product is designed to be remade when it reaches the end of its life, because we believe clothing should have a future beyond the first wear.<\/p>
ADAJE is for people who want something with character, but not chaos. Something stylish, but still easy to wear. Something with a bit of wit, a bit of edge, and a bit of restraint.<\/p>
No gimmicks. No noise. No endings, only beginnings.<\/p>
Bee (Siti Evans), Founder of Adaje, formerly Priddlestix<\/em><\/strong><\/p>","urlTitle":"where-we-are-now","url":"\/blog\/where-we-are-now\/","editListUrl":"\/my-blogs","editUrl":"\/my-blogs\/edit\/where-we-are-now\/","fullUrl":"https:\/\/adaje.co.uk\/blog\/where-we-are-now\/","featured":false,"published":true,"showOnSitemap":true,"hidden":false,"visibility":null,"createdAt":1776247622,"updatedAt":1776418923,"publishedAt":1776418923,"lastReadAt":null,"division":{"id":321670,"name":"adaje"},"tags":[],"metaImage":{"original":"https:\/\/images.podos.io\/4ybgfxqulgrjkeiwhpbbrumqinccsfhqdv3oxvflfvjullbe.jpeg?z=2&fx=0.50532521341886&fy=0.49859409359322","thumbnail":"https:\/\/images.podos.io\/4ybgfxqulgrjkeiwhpbbrumqinccsfhqdv3oxvflfvjullbe.jpeg.jpg?w=1140&h=855&z=2&fx=0.50532521341886&fy=0.49859409359322","banner":"https:\/\/images.podos.io\/4ybgfxqulgrjkeiwhpbbrumqinccsfhqdv3oxvflfvjullbe.jpeg.jpg?w=1920&h=1440&z=2&fx=0.50532521341886&fy=0.49859409359322"},"metaTitle":"Where We Are Now | adaje","metaDescription":"ADAJE is the evolution of a simple belief: clothing should mean something. Priddlestix was the laboratory. It\u2019s where we tested the ideas that...","keyPhraseCampaignId":null,"series":[],"similarReads":[{"id":42410,"title":"What is Circular Fashion and Why Does It Matter?","url":"\/blog\/what-is-circular-fashion-and-why-does-it-matter\/","urlTitle":"what-is-circular-fashion-and-why-does-it-matter","division":321670,"description":"At adaje, we believe clothing should not end up in landfill after a few years of wear. Most fashion still works in a straight line: make it, wear it, throw it away. That model creates enormous waste, with millions of tonnes of clothing discarded every year.","published":true,"metaImage":{"thumbnail":"https:\/\/images.podos.io\/hdqjixwqvgw8zbjoj90qqjf0gevzaix6yysamgcboannentl.jpeg.jpg?w=1140&h=855","banner":"https:\/\/images.podos.io\/hdqjixwqvgw8zbjoj90qqjf0gevzaix6yysamgcboannentl.jpeg.jpg?w=1920&h=1440"},"hidden":0},{"id":35987,"title":"Embracing the Circular Fashion Economy","url":"\/blog\/embracing-the-circular-fashion-economy-our-commitment-to-a-cleaner-ocean\/","urlTitle":"embracing-the-circular-fashion-economy-our-commitment-to-a-cleaner-ocean","division":321670,"description":"In today's fast-paced world, our fashion choices have more impact than we often realise. A staggering statistic from the World Economic Forum reveals that washing clothes releases an estimated 500,000 tons of microfibers into the ocean annually.","published":true,"metaImage":{"thumbnail":"https:\/\/images.podos.io\/4g36jdozfumc4njehqkqlgsjfs9kql0sqrmgzuwhzz1o6yhj.jpeg.jpg?w=1140&h=855","banner":"https:\/\/images.podos.io\/4g36jdozfumc4njehqkqlgsjfs9kql0sqrmgzuwhzz1o6yhj.jpeg.jpg?w=1920&h=1440"},"hidden":0},{"id":36540,"title":"Reinventing the Apparel Wheel","url":"\/blog\/reinventing-the-apparel-wheel\/","urlTitle":"reinventing-the-apparel-wheel","division":321670,"description":"As we steer towards a more sustainable future, a pertinent question remains: how can we recycle clothes back into clothes? The apparel industry, one of the most polluting sectors worldwide, faces expanding pressures to adapt, innovate, and, more importantly, reduce its carbon footprint. It's not uncommon to hear about recycling plastic bottles into fabric, but that's just a drop in the ocean. The real challenge lies within the dominant materials in our wardrobes, like polyester, which is ubiquitous and notoriously difficult to recycle","published":true,"metaImage":{"thumbnail":"https:\/\/images.podos.io\/sdxorkxjn1w60v8ooz6xjagrtbqvh6hzaniksm5jmx4fozvb.jpeg.jpg?w=1140&h=855","banner":"https:\/\/images.podos.io\/sdxorkxjn1w60v8ooz6xjagrtbqvh6hzaniksm5jmx4fozvb.jpeg.jpg?w=1920&h=1440"},"hidden":0}],"labels":[]}