Let's be real. The first week of January is always rough. It's dark and dreary outside, and for most of us, the year (professionally) starts back at zero. Well, this year is... exceptional. As if the first Monday back isn't hard enough on a normal year, for everyone in our community in...

Our inspiration is you, the Dai’namic Woman, and we’re always listening and taking action. We were founded in 2017 to solve a problem: deliver comfort-empowered performance for women who mean business. We’ve all been impacted this year, and at Dai, we recognised the need for performance and versatility more than...

At Dai, we believe in positive social impact, and we believe our actions, however incremental, can make a difference.⁠ 1. As we've been listening, learning and reflecting this week, we're also proactively petitioning, donating, and doing. We have donated to Black Lives Matter, BLM UK Fund and NAACP as a company and as individual...

At Dai, we're on a mission to deliver game-changing comfort-empowered performance. And we're doing so with a commitment to positive impact for our planet and people. Let's use this unprecedented time to slow down and reflect, and let's transition into a future that is more conscious and sustainable.

When it comes to washing, it’s important to not only keep your clothing clean, but your wash cycles too. Your clothes will love you for it too alongside the planet.    Minimise your water and energy consumption by waiting to have a full load. 75% of the energy consumption in...

Because superheroes need stretch, too. Our NHS doctors, nurses, workers and volunteers are stepping up wherever needed to care for COVID-19 patients, and we want to step up too and support them. As NHS staff and volunteers look after COVID-19 patients around the clock in their greatest hour of need,...

Our Dai DNA, fit to your DNA. At Dai, we’re not shape-ist. As women, we come in uncountable shapes and sizes. It doesn’t matter what kind, we have something designed with your shape in mind.  Understanding your body shape will empower you to make more considered and intelligent choices when...

Dear Dai'namic Woman Community,Deeply embedded in our DNA at Dai is the triple bottom line: people, planet and profit. During this critical and rapidly evolving period, the health, safety and well-being of our people — you as our amazing customers, and our dedicated employees — is our utmost priority. As such, we are...

This International Women's Day, we sharing our purpose and our why behind everything we do at Dai, and we are celebrating Your True Why that pushes you forward everyday, empowers you to grow and succeed, and drives gender equality in the world.  So tell us. We want to hear your...