Introducing DAI – Performance Workwear for Women Who run the World

A new clothing line for working women borrows from athleisure and innovations in textiles.

If you’ve ever experienced waistbands getting smaller after lunch, or the struggle of picking up your bag from the ground gracefully, your fashion prayers have been answered.

Meet Joanna Dai, the founder and creative director of the recently launched DAI Wear —business-wear for the active woman. DAI debuted in late July of this year, and touts itself as a leader in incorporating high-performance textiles into workwear. Joanna started the brand out of necessity, stemming from years of working in restrictive business attire. She saw a gap in the market and acted on it.


As we all know, fast-fashion demands a new look every quarter, but according to DAI Wear, this is a thing of the past. DAI’s looks are trendless and timeless, thereby moving beyond the seasonal wardrobe changes. This demands quality and durability from DAI’s garments, which the designer describes as “fashion-focused, design-led and technical.” By using the patented Sensitive®Fabrics from Eurojersey’s mills, she achieves environmental responsibility, skin-friendly fabrics, as well as ethical practices from conception to creation.

The fabric is Oeko-Tex® eco-certified for chemical safety, it is breathable, comfortable, and even has a four-way stretch. If these qualities weren’t enough when making clothes for the busy women of the world, Dai even made sure to use technical fabric with wrinkle release. Several of the styles are also machine washable.

Following an ethos of female-focused sustainability, a percentage of profits from DAI wear goes straight to Dress for Success Greater London, a non-profit organization committed to helping disadvantaged women be self-sufficient and thrive personally and professionally.

To learn more and to shop the first collection, visit DAI’s website.

Feature image via DAI. 


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