Brands of Tomorrow

Performance Denim from Dai

As we count down the days until applications for the 2022 Brands of Tomorrow programme close at the end of this month, we hear from Joanna Dai, founder of her eponymous "workleisure" brands Dai on her exciting new product launch, Performance Denim. The comfiest, most eco-friendly jeans you will ever own, and they're Made in England too.
26th Oct 2021
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Brands of Tomorrow Performance Denim from Dai

"It started with one idea, one collection, and one trouser. That trouser became the trouser (aka the Power Move™), delivering feels-like-yoga comfort with the perfect tailored cut.
 
That was four years ago. Since then, we’ve evolved into a bit of a trouser powerhouse. Ten core silhouettes, eight collections, and a long, work-redefining pandemic later, we’re launching Dai Performance Denim.

It’s the comfiest, most eco-friendly pair of jeans you’ll ever own. The new normal is workleisure, and we've pioneered this all along. A year in the making, every detail and fit has been perfected with our revolutionary, shape-defining power stretch denim fabric that never loses its shape. 

We’ve partnered with ISKO™, the world’s largest denim mill pioneering in Responsible Innovation™ in denim. Made with certified cotton and certified recycled yarns, our denim uses 66% less fresh water compared to standard denim, and is certified free from harmful chemicals. Each pair has 6.5kg CO2e carbon footprint on average, which we’re fully balancing and offsetting for you.

Finally, it’s made in England. Our Performance Denim has been proudly and locally cut and sewn by the iconic 150-year-old Cookson and Clegg factory in Blackburn, England. We’ve made a different kind of denim. One that reflects our values. One that you can feel good about (and in)."
Joanna Dai, Founder

Shop collection here.

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