Breaking From the Fashion Calendar with Intention with Dana Mortada of dal the label
How Fitting: design a slow fashion business that fitsShow Notes
Fashion expects a lot from designers. It expects you to release new collections at a set seasonal schedule. It expects you to just know the right people and know where to find a good production partner (because as you know, some of the best factories don’t even have websites). It expects you to show up on social media to sell. These expectations can run your life if you let them.
Dana Mortada doesn’t let them. She gave up the traditional wholesale calendar and the pressure that came with it. Her four-year-old brand, dal the label, now releases new capsules on a flexible schedule that works for her. In episode 128, Dana shares how far she’s come by following intention instead of expectations.
dal the label is a California womenswear brand redefining modern luxury through elevated essentials. Founded by designer Dana Mortada, the brand focuses on timeless, ethical pieces designed in Los Angeles and made to be worn again and again. Each collection reflects a commitment to intentional design, quality craftsmanship, and a slower, more thoughtful way of dressing.
This episode explores:
Fitting the customer
Why simple designs are harder to fit
The marks of craftsmanship that Dana designs for and looks for in clothing
Fitting the lifestyle
Why Dana doesn’t want the traditional fashion calendar to run her life and instead releases capsules whenever she is ready
What makes Dana say dal has come a long way since first launching in 2022
The biggest challenge Dana is trying to solve on the business side
Why Dana moved some of her production overseas
Fitting the values
How long clothes last depends on the designer and the consumer
How Dana answers the question of “does the world need another fashion brand?” based on her values
People and resources mentioned in this episode:
Dal the Label website
Dal the Label email
Dal the Label Instagram
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