Leisure wear had its moment in 2020, but fashion line Donni, launched by 'Forbes 30 Under 30' alum Alyssa Wasko, is proving to be more of a lifestyle brand that is standing the test of time. Learn how it became an 'It' brand thanks to elevated details and a successful drop model.
Donni has always been self-funded, thanks to Wasko’s hard work, vision and keeping the business lean: what she refers to as her relentless scrappiness.
“It’s about that comfortable vibe that everyone was craving during COVID. But I think people wanted to buy things that they could still wearCOVID,” Wasko asserts. “That's also a big draw for us, because the elevated details of what we're doing give people that flexibility.” “A lot of people refer to us as an Instagram brand, which I find really surprising because we have a very small following compared to a lot of other brands — but I believe we have a super engaged following,” Wasko explains.
“We wanted our social feed to be a place to offer relief and make you smile during a stressful time,” Wasko shares. “I posted puppies and kids dancing and Princess Diana looking chic, and the stuff that we still post in between all of our products and launches. But we just posted that type of content on our Instagram for two solid weeks — it almost became a place of temporary relief and comfort, which is what I wanted it to be.
Wasko received first-hand fashion training while working as an intern and then Image & Visual Merchandising Coordinator at Chanel, in New York City, for almost six years. A key takeaway that has carried over into how she creates collections at Donni?touch that makes it an “elevated classic” and signature Donni — whether it’s a pearl charm on the zip-closure or freshwater pearl buttons on pants.
78% of Donni’s vendors — factories, cutting houses, dye houses, knitting mills, marker/graders, pattern makers, sample makers — are either women-run or women-owned.
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