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...

Taking performance to the next level. You dreamed, we materialised it. Yup, your favourite Dai Blazer is machine washable. Foolproof Step 1 Have a small to moderately sized load with similar coloured Dai items - if you can't close the door, you're not doing it right.    Foolproof Step 2 Switch the...

Our truest form of inspiration: YOU. In our Dai’namic Woman Series, we want to share your stories and how you’re breaking glass ceilings and making impact. Today we're featuring Celia Pool, Co-Founder of DAME, the world's first reusable tampon applicator on a mission to stop plastic waste in feminine care products. DAME...

It's fashion week. This is our same bestselling suit look from Collections One, Two, Three, Four and Five.⁠⁠ We believe in timeless design that's impactful season after season. The majority of what we sell is ten core evergreen styles that are proven and tested by you, and constantly being improved. If...

THE COLLECTION “Dress shabbily and they remember the dress; dress impeccably and they remember the woman.” Coco Chanel  This collection at Dai is inspired by our constant muse – our Dai’namic Woman. Strong and fearless, worldly and ambitious, she is a woman to notice, and a force of nature with a wardrobe to...