Before 7 am is a fashion brand based in Berlin, Germany. Annabel, the designer behind the brand, was born and raised in The Netherlands. She didn't walk a straight line into a fashion career, but did some stops on the way working for tech companies. Annabel started the label to set her own standards for fashion. Before 7am produces statement accessories (collars) in a sustainable manner. Before 7am designs are inclusive to all genders, body sizes and characters.