Dai Launches Performance Wear for the Professional Woman

Dai Launches Performance Wear for the Professional Woman

Beyond Technical-Meets-Tailoring Pieces, Dai Advocates for Sustainability and Social Impact

LONDON, UNITED KINGDOM, 25 July, 2017 – Womenswear fashion brand Dai, which combines smart, technical fabrics with elegant tailoring and minimal design, announces the launch of its debut collection available for preorder starting today. The capsule collection features functional, easy-to-wear pieces that are seamlessly versatile for day-to-night and every scenario in between. By selling directly to consumers, Dai offers premium quality and craftsmanship at contemporary price points.

High-performing. Elegant. Effortless. For women who mean business. Photo: Marija Vainilaviciute

Founder Joanna Dai, a US expat and former investment banker of 8 years in New York and London, says “I believe comfort is confidence. I asked myself if dressing for work could feel like yoga but wear like a powersuit, and how ease and comfort could optimise a woman’s performance and presence. Beyond just products, I had the vision of a brand that served as a community for women and a platform for more consciously sustainablepractices.”

Products are designed in London and manufactured in a combination of Portugal and London. Many styles are constructed with Italian sourced and patented Sensitive® Fabrics, and raw materials are Oeko-Tex® and/or REACH certified wherever possible.

Dai is proud to partner with Dress for Success Greater London, a chapter of the global non-profit organisation that promotes the economic independence of disadvantaged women by providing professional attire, a network of support and career development tools. A portion of net proceeds from Dai sales will be donated to Dress for Success Greater London.

The Dai collection is available for preorder at www.daiwear.com with expected delivery in early October. Retail prices range from £145 to £395 with international shipping and free UK deliveries.

About Dai:

Dai is a London-based womenswear fashion designer focused on performance wear for professional women. Beyond smart fabrics, elegant tailoring, and clean design, the Dai brand advocates for sustainable and social impact. Launched in July 2017, Dai sells online direct-to-consumer and ships globally.


Joanna Dai, Founder


+44 (0)20 7041 8784

Press Release

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