An ex banker launches a design startup that makes sumptuous ladies’ suits and shift dresses that satisfy up to 18-hour days at the workplace.
In her previous life as a banking official, Joanna Dai in some cases worked 18-hour days and frequently left 10-hour flights directly into business meetings. She was up to the rigours of her high profile job, however her garments weren’t. Her costly, custom-made suits and delightful silk dresses would be a sweat-soaked, creased mess after a busy day. “There are a lot of brands that offer wonderful, well-made garments that you can wear to the workplace,” Joanna says. “Yet, they don’t appear to be especially appropriate to the manner in which we work today.”
With no fashion experience at all, Dai created a new label focused on inventing workwear of the future. Dai, who studied electrical and PC engineering before spending 10 years at Bear Stearns and J.P. Morgan, wasn’t especially stressed over her absence of design experience. She took a 2 week course at the London College of Fashion and afterward interned for designer Emilia Wickstead. Last year she propelled an eponymous brand, ‘Dai’, in London. She personally designed each piece in the collection. “In some ways, I think the way that I didn’t invest a lot of time in the fashion industry was an advantage,” she says. “I didn’t feel compelled by industry standards.”
One industry standard she’s handled head-on is what materials can go into luxury clothing. The luxury industry centers around utilizing premium textures like best retire silk, cotton, and linens. These textures are wonderful and well-made, but following a couple of hours, they tend to wrinkle and stain which doesn’t look very proficient. Dai needed to explore different avenues regarding incorporating the most specialized textures on the market, the kind that activewear brands use in their work out gear, into top of the line professional clothing garments.
So while the outfits have classic workwear silhouettes, when you put them on, they feel significantly more like the garments you would wear to the gym. The garments in her line begin at $115 for a basic shell shirt, which puts it unequivocally into the luxury classification and at a comparative price as contenders like Theory, MM.Lafleur, and Hugo Boss.
Dai’s startup is part of a trend in the fashion business of incorporating specialized fabrics into ordinary garments. Dai’s brand stands out because of the fact that she is solely centered around making innovative, top of the line ladies’ workwear, taking into account the numerous female professionals who are still required to wear formal garments to the workplace. “There’s been all this discussion about how the working environment is ending up more casual,” Dai says. “Be that as it may, having worked in an industry where the clothing standard is still very prominent, I know there’s still interest for suits and shift dresses. Women in politics, law and finance aren’t wearing trainers to the office just yet.”
She sources a large portion of her materials from an Italian factory called Eurojersey, which makes a brand of materials called Sensitive Fabrics that are regularly utilized in biking gear and ballet clothes. The brand is known for making textures that have a body mapping impact, making a direct and homogeneous look whether it is covering an elbow or a middle. What’s more, the fabrics have a range of cutting edge capacities like breathability, wicking dampness, opposing wrinkling and pilling, and four-way stretch.
With her suits, Dai purposely makes more manly cuts, with calculated shoulders and lapels. “Working in finance, I was often the only lady in the room. I like the symmetry of my suit coordinating the suit of the man sitting on the opposite side of the table from me.”
Dai does have feminine pieces in her collection. Other than the classic shift dresses, she designed the $325 Regatta dress that has a top sleeve and an A-line skirt that is produced using a comparable material as the suit. It’s a dress that would look fitting at the workplace, however be appropriate for a night out on the town or a weekend out. “When you begin utilizing materials that are less demanding in reality live in, the clothes themselves turn out to be more versatile. You can wear them from the workplace to another occasion, or from work week to end of the week.” says Dai.
Dai offers the garments entirely through her website, so her image has so far been prominent with millennial experts who like to shop on the web. These women who are in their late twenties/early thirties, also happen to be substantially more environmentally and socially conscious than previous generations. Dai is certified by Positive Luxury, an 3rd-Party organisation that evaluates the impact of companies, including their social and ecological gauges, their generous objectives, and their initiative. Dai additionally partners together with providers with a reputation of sustainability. Eurojersey, for example, has a solar panel framework that powers the whole mill and channels water so it can be utilized again and again in the manufacturing process. “When I propelled my brand, I was considering the future of ladies’ workwear,” Dai says. “And it’s obvious to me that I have to run this company sustainably to guarantee it’s a future we want to be a part of.”