Pick up an Another Tomorrow blazer and flip to the care label. There is a QR code. Scan it, and the garment starts talking - the farm the wool came from, the hands that made it, and a button to resell it later, verified. The least glamorous tag in fashion just became the most interesting one.
Another Tomorrow is a New York womenswear company that sells the kind of clothes you are supposed to keep: tailored blazers, structured trousers, eco-friendly dresses, knitwear in regenerative wool and organic cotton. Nothing about the silhouette screams for attention. The argument is underneath, in the supply chain, where almost nobody looks.
"Rooted in regeneration, guided by responsibility, and designed for lasting beauty and abundance."
- Vanessa Barboni Hallik, Founder & CEOThe problem hiding in the seams
Why a finance executive started caring about thread
Fashion has a well-rehearsed habit of selling a feeling and quietly forgetting the cost. The cost is real - water, land, animals, and people, mostly several countries away from the boutique. For years the industry's answer was a vague hangtag with the word "conscious" on it and a hope that nobody asked a second question.
Another Tomorrow exists because someone asked the second question, and then the third. Where did this fiber grow? Who raised the animal? What happens to this dress when you are done with it? Those questions are inconvenient precisely because the honest answers are hard to produce. Most brands cannot trace their own clothes back past the factory. Tracing to the farm is a different sport entirely.
"Transparency is not a marketing layer you add at the end. It is the thing the product is made of."
- The Another Tomorrow thesis, in plain termsThe bet: leave the bank, fix the clothes
Vanessa Barboni Hallik trades emerging markets for organic cotton
Vanessa Barboni Hallik was a managing director at Morgan Stanley, working in emerging-markets finance - a career most people do not walk away from on a hunch. She did, during a sabbatical, and founded Another Tomorrow in 2018. She brought in creative talent from established houses and launched the brand to the public in 2020, which is a strange year to launch anything, let alone luxury.
The bet was not "make sustainable clothes." Plenty of people make sustainable clothes and then struggle to prove it. The bet was to make the proof itself the product feature - to build the traceability and the technology first, and let the garment be the thing that carries it. It is the sort of plan that sounds obvious in a sentence and takes years of supply-chain plumbing to actually pull off.
The product is the proof
A digital ID for every single piece
Working with the IoT company EVRYTHNG, Another Tomorrow gave each garment a unique digital identity - a QR code on the care label linked to a record of how it was made. Scan it and you get provenance. The same digital ID does triple duty: it traces origin, it fights counterfeiting, and it powers authenticated resale, so a piece can change hands without the new owner wondering if it is real.
The materials match the ambition. Organic cotton and linen, regenerative and ethical wool, FSC-certified viscose, traceable silk, recycled cashmere, even corozo and recycled plastic where it makes sense. The clothes are deliberately quiet - "timeless wardrobe staples" is the brand's own phrase - because a garment designed to last ten years cannot be tied to one season's trend.
"Buy it, wear it for years, then resell it - verified. Circularity stops being a slogan when it is wired into the label."
- How the digital ID closes the loopHow they got here
A short history of a brand that refuses to rush
The proof: shelves, awards, and a check
Where conviction meets the cash register
A thesis is just a thesis until someone buys the clothes. Another Tomorrow landed in the rooms where luxury is sold seriously - Bergdorf Goodman, Neiman Marcus, Saks Fifth Avenue, Selfridges - which is a polite way of saying buyers with no obligation to care about regenerative wool decided to stock it anyway.
The recognition followed: a 2020 Fast Company Innovation by Design award, Folio Eddie and Ozzie awards for its editorial work on cotton, and a founder named to Wallpaper* USA300 and Worth's Worthy100. In 2024, Zurich impact fund Una Terra led a $2 million Series A to scale operations, putting founding partner Luca Zerbini on the board. Angelina Jolie signed on as a strategic advisor - useful, if you want a sustainability story to travel.
What "transparent" actually buys you
Three jobs, one QR code on the care label
Illustrative - one digital ID carries provenance, authentication, and resale, the way a passport carries more than a name.
Three pillars, one wardrobe
Human, animal, environmental welfare
Ask the brand what it is actually optimizing for and the answer is unusually specific: human, animal, and environmental welfare. Not "sustainability" as a mood, but three categories you can argue about and measure against. The B Corp certification is the external scorecard - the first one ever handed to a luxury fashion brand, which says as much about the industry as it does about the company.
It helps that the founder came from finance, where unverified claims have a way of catching up with you. The whole apparatus - traceability, digital IDs, authenticated resale - is built so the marketing cannot outrun the facts. In an industry fluent in greenwashing, designing so you cannot exaggerate is its own quiet flex.
Things worth knowing
- The founder left a managing director seat at Morgan Stanley to start a clothing company.
- First luxury fashion brand to become a Certified B Corporation.
- Every garment carries a scannable digital ID linked to its full make-record.
- Brand campaign drew on the utopian 1970s architecture collective Superstudio.
- Angelina Jolie advises; Una Terra led the 2024 Series A.
Why the care label matters tomorrow
Regulation, resale, and the end of vague claims
The direction of travel is on Another Tomorrow's side. Regulators are circling vague sustainability claims, resale is becoming a real part of how luxury works, and customers increasingly want a receipt for the story on the hangtag. A garment that can prove where it came from is not a novelty for much longer - it is becoming table stakes. Another Tomorrow just got there early, and built the plumbing while it was still optional.
So back to that blazer. You flip the care label, scan the code, and the garment tells you where it has been and offers to find its next owner when you are done. The tag everyone used to cut off and throw away is now the part that lasts longest. For a company betting that honesty is a feature and not a footnote, that is the whole point.