Launched in July 2017, Dai is a London-based womenswear brand focused on tailored performance wear for professional women, combining technical fabrics and elegant tailoring. Beyond products, Dai advocates a sustainable and positive social impact that empowers women.
Dai designs comfortable, performance womenswear for the professional woman, using eco-certified technical fabrics and premium tailoring. Sourcing innovative signature fabrics which are patented by technologically advanced Italian mills, most of Dai’s designs are a four-way stretch, breathable, machine washable, crease-resistant, anti-pilling, and eco-certified. Beyond minimal, functional design, Dai’s brand mission is a commitment to sustainability and positive social impact where the core of the brand is comfort empowered confidence.
The pop-up features an exclusive edit from Dai’s full online collection, curated by founder Joanna Dai alongside the new launch of Dai’s Collection Five. The Performance Space is a concept store that allows women to experience Dai’s innovative fabrics and try on silhouettes to discover the perfect fit. The pop-up also showcases Dai’s latest eco developments with six intriguing installations throughout the glass-boxed East London space. These will detail the solutions of new textile innovations and demonstrate the technical aspects behind the revolutionary technologies Dai incorporates in its designs. Dai will launch the debut of its new Trouser Fit Finder interactive interface where customers can find the perfect fitting Dai trousers for their unique body shape. The store is an expression of Dai’s clean minimal aesthetic with a contemporary creative take on a modern-day science lab. Futuristic furnishings set against clean white lines and sustainably sourced materials such as recycled foam seating, all work together to ensure that the space conceptualises Dai’s woman and world.