DNA Design Collective
DNA Design Collective
We're completely changing the way you'll see your clothing. We're engineering our new line for the perfect fit for real women.
We're completely changing the way you'll see your clothing. We're engineering our new line for the perfect fit for real women. Read more
There’s a glaring problem in the women’s clothing industry: clothes aren’t made to actually fit real women.
Did you know that two out of every three women are size 14 or larger? Yet only between 1% and 2% of all mainstream media portrays women of those sizes.
What’s more, the vast majority of all clothing designed and produced start out as a sample made to fit women between sizes 4 and 6. From there, most companies will simply “grade” their patterns up to larger sizes.
Think about that. How accurate can these fashion companies be if they are working with completely different body shapes and configurations than what their customers actually are?
Solving this problem is the goal of DNA Design Collective and what brought us together.
As you can see right in the name, we brought together a collective of fit experts to solve this problem.
This group is attacking this major issue with a combined 80 years of experience. But what truly makes this project different is the way we’re going about the solution.
This first line is being made to sculpt to real women’s bodies. Every single piece is fit on each size of person in our range. We don’t simply grade up or down and cut based on guesses.
Real women have worn these clothes.
What’s more, we don’t use cheap material or stitching.
The fabrics in this line have been painstakingly manufactured specifically for these designs right here in LA.
And because of the collective’s vast experience, we knew to go the extra step and build in fail-safes in the very stitching. In each piece, we’ve added large seam allowances. Meaning, you’ll be able to take out or let in each piece you own over many years.
After all, real women’s bodies change. But their clothing doesn’t have to be tossed out when they do.
Finally, the ongoing goal for DNA is to think differently about how you look at your clothes. Instead of a random selection of various styles and qualities, they should all work together… and have lasting power for you.
Each piece is designed to work with each other. This is capsule designing at its best.
This first line has 13 distinct pieces, everything from tops and bottoms to jackets and dresses. Any and all work in any combination you prefer.
And going forward, we’re designing our Holiday and Spring 2018 lines to work with this first line. So, you’ll never be left out or feel like your clothing is “last season.”
This whole idea is about one key concept: “investing in your wardrobe.” So, without further ado, let’s introduce you to our inaugural Fall 2017 line…
As you’ll see, the theme of this first line is about female strength and empowerment. After all, the right combination of fit, fashion and comfort can help any woman to feel strong and empowered.
Sit in a boardroom in one of these outfits and never again worry about how you appear to others. You’ll know you look and feel just how you want.
Take off your jacket afterwards and head out with coworkers for some drinks, without needing to change out of your businesswear.
Finally, meet up with a date at any kind of restaurant and look like you’ve been prepping for hours, when all you did was switch out your pants for a sexy, sleek skirt.
In short, no matter what you’re doing, you’ll always feel like a goddess in your DNA wardrobe.
When developing this line, the drive behind each piece was to make women feel powerful and confident in their clothes.
So, when the time came to name these pieces, we had to find powerful and confident names.
Then it hit us. What's more powerful and confident than an immortal goddess?
First up is Hera, Goddess of Goddesses, Queen of Mt. Olympus.
In Greek mythology, Hera was worshipped for her fierceness and strength as a woman. An appropriate start to our endeavor.
This date-night, sleeveless top is made from a rayon-nylon spandex blend. Since it is draped and underpinned, the Hera gracefully accentuates your curves.
It is ruched and shirred to add flair to your style. It’s available in Currant (the purple pictured above) and the Cadet (the blue similarly shown).
Accompanying Hera is our second sleeveless number, Nyx… goddess of the night.
Like its namesake, this Jersey rayon-spandex top is made for a night out.
With its draped neckline and overlapping front detail, you’ll feel both sexy and comfortable. Available in Currant and Cadet.
Both of these sleeveless tops are going to retail around $100. But with this Kickstarter, you can have either for just $90.
These aren’t the only tops in this first line. There are three more exciting goddesses left in this category.
The first one in this category is perfect for any scenario... a great "must-have" piece.
Enyo was a powerful and feared goddess. She was referred to as the “Sister of War.” This “power top” might let you tap into that ancient power base.
This jersey rayon-spandex top offers a center front and wide waistband. It comes with comfort-enhancing pleating and long sleeves.
The Enyo is available in Currant and Cadet.
While Rhea was no warrior, she was another goddess with a large following. She was known as the Mother of Gods and Nature.
The Rhea is a sleek, shawl-collared top, made in a jersey rayon-spandex fabric. It has faux wrapping and long, raglan sleeves. It’s available in Currant and Cadet colors.
The last top carries the name of the most well-known goddess… and for good reason.
Athena was the goddess of wisdom, poetry, art, war and many other things. She also was thought to have been born in a full suit of armor. In this last top, you might feel the same way.
The Athena is a truly confidence-boosting tunic. It sports a form-fitting, sculpted bodice and forgiving peplum detail. It has a slimming two-piece sleeves and is available in our sleek black Ponte de Roma Knit fabric.
These three tops with sleeves will go for as much as $150 or more. Here, pre-orders pay just $135.
Elpis might not be the most well-known goddess in Greek mythology, but she was highly prayed to in her own right. As the goddess of hope, she carved her own mark on that ancient people.
When our founder was asked about this piece at our line’s photoshoot, she said, “The Elpis is the only pant you’ll ever need.” And that is far from hyperbolic.
With its flattering, stove-cut leg, high elastic waistband and side panel raised hem to reveal your stilettos, the Elpis offers a great look and even more confidence. This is a truly must-have, “desk-to-drinks” addition to your wardrobe.
It’s available in the wonderful and custom-made black Ponte de Roma Knit fabric.
Known as the goddess of fame and renown, Pheme was popular with creatives looking to get their work read and heard. As such, she’s the perfect goddess to represent our pencil skirt.
The Pheme has a wide waistband and back overlap detail. It looks tremendous in the office, at a party or out on a date. And it goes with everything. It’s available in the black Ponte de Roma Knit fabric.
Force and raw energy are about as powerful things as one can think of. They are also the domain of the Greek goddess Bia.
Our Bia emits just as much strength as her namesake. This form-fitting, knee-length skirt has a yoke-waist detail. It’s side panels hug your body and accentuates your curves. The Bia is available in the black Ponte de Roma Knit fabric.
All three of these bottoms, the pants and the two skirts, will all go for more than $150 when we start retailing them.
Here, the reward level you can pick them up for requires just a $140 price point.
This first dress needs a bit of explaining. As you might have noticed so far, all of the pieces in this first line have Greek goddess names. The first dress doesn’t.
We lovingly call it the Diana, which is actually a Roman goddess. That’s also the name of our founder and CEO.
So, we hope you can make the exception.
In ancient Roman society, Diana was the goddess of the hunt, a powerful and skilled deity. If you get to meet our founder, she’ll be glad to describe herself that way.
Now, if the naming of this piece wasn’t already a big giveaway, this is a favorite of our team.
This beautiful body-conscious dress is made in the black Ponte de Roma Knit fabric. It is designed with comfort and fit in mind and seamed together to smooth and accentuate your body’s curves. It’s a mid-length dress with sensual side panels.
If you’ve ever wished you had that one “go-to” dress that fits just right and looks like it was designed for whatever event you need it for, you’ve found it with the Diana.
While our founder might think her self-named dress is the best goddess-to-fashion fit, the Hebe might just take the prize.
Hebe was the ancient Greek goddess of eternal youth. It truly will make you look and feel as young as you wish in it.
The Hebe is an A-line dress with two-piece sleeves in the Ponte de Roma Knit fabric. With its wide waistband and sculpted fit, it will make you feel a size (or two) smaller. And you’ll feel eternally young while wearing it.
Our last dress in this first line is the appropriately-named Aphrodite, goddess of love and beauty. You just can’t find a better description of this elegant look.
The Aphrodite features a shawl collar, faux wrap and raglan sleeves. It is draped and ruched on the body to accentuate your figure and enhance your features. It’s available in both the Currant and Cadet colors. It is both love and beauty embodied.
All three of these dresses will likely go for much higher prices, closer to $250. But you’ll be able to have them in your wardrobe for just $210.
To top off any outfit, you’ll need a well-fitting and professional jacket. Our two blazers will complete the full package.
Tyche was the goddess of prosperity and fortune. With a professional piece like this one, that’s exactly the aura you’ll radiate.
This fitted, power blazer features a slimming, two-panel sleeve and a waist-nipping fit. It’s available in the black Ponte de Roma Knit fabric.
It works perfectly with all tops, all bottoms and all dresses in this line. Prosperity and fortune indeed.
The last, but certainly not least, piece in this line is the Styx.
You likely heard the tale of the river with this same name in Greek mythology… the one in which Achilles was dipped to protect him by his goddess mother. But this river actually had its own goddess.
Styx is known as a defender and protector, exactly what a perfect jacket should be.
Our Styx is best described as our take on the boyfriend blazer.
Compared to the Tyche, it is longer in length and more relaxed in fit. It features flap-function pockets and slimming two-piece sleeves. The back has overlap detail, making it just as professional in appearance and comfortable in fit as the Tyche. It too is available in the black Ponte de Roma Knit fabric.
Both blazers should be several times more than even our eventual retail price, around $250. But here, a $235 reward level will put one in your closet.
Since all these pieces are so perfectly tailored to go with each other, we wanted to offer some unique matching opportunities in this campaign.
It’s incredibly unlikely these kinds of offers will ever be repeated. But since you are helping make this whole project happen, we wanted to put these together for you.
Our first outfit reward level gives you an opportunity to get your essential “go-to” power outfit for the cost of less than a blazer.
For $215, we’ll ship you your choice of the Hera or Nyx top. You pick the color.
You’ll also get to choose the Elpis pants, the Pheme pencil skirt or the Bia knee-length skirt.
This is the same as the above outfit, except instead of the Hera and Nyx, your top choice is between the Enyo, Rhea and Athena.
Both the Enyo and Rhea come in the Currant and Cadet colors, so if you like either of those best, be sure to pick which color you want.
This tier is for $260.
Whether you like a more form fitting look or a more relaxed, comfort feel, this combo will make you feel sexy and strong.
For $420, you can choose one of the three dresses -- the Diana (in black), the Hebe (in black) or the Aphrodite (in Currant purple and Cadet blue) – and one of the two blazers – the form-fitted Tyche and the stylish Styx (both in black).
Want the full ensemble?
This $440 tier puts either sleeveless top (the Hera and Nyx) along with any bottom (pant or skirt) and either blazer in your closet.
Just choose which pieces and which top color you want, and we’ll have it to your house by the end of September, just in time for jacket weather.
For $480, you’ll get your choice of the Enyo (in Currant or Cadet), the Rhea (in Currant or Cadet) or the Athena (in the Ponte de Roma Knit black).
Like above, you’ll also get your choice of any bottom and either blazer.
Of course, one outfit just isn’t enough. Why have only one “go-to” outfit when you can have several by just switching out a piece or two?
This “Big Bundle” tier goes for $700, a significant discount from our expected retail price.
If you choose this reward level, you’ll get:
1. Two tops – Choose your two between all five of our tops.
2. One bottom – Choose any of the three.
3. One Jacket – Either of them.
4. One Dress – Choose any of the three.
This tier will give you plenty of room to mix and match however you like. All piece from this line have been fitted with one another. So, you can be sure you’ll like how any combination looks and feels on you.
Don’t want to choose between this piece or that? Then don’t.
For the full line, you don’t have to pay anywhere near what buying the individual pieces would cost you.
At $1,500 you can have all 13 pieces, in any combination of colors on offer.
This is really the most sensible “invest in your wardrobe” option. Don’t have a “go-to” outfit at all. Have a full wardrobe you’d be willing to “go to.”
Remember, these are all crafted to grow and shrink with you. This is no fast-fashion approach to style. This line could create endless styles and outfits. Any future line will only compliment each of these pieces.
So, there’s no risk of it “going out of style” or not fitting down the road.
If you can invest in a car or home improvements, then why not your wardrobe. After all, you are closest to your clothes. They need to fit your body. And this line does.
If you aren't quite ready to pick up the whole line, but want a little extra detail added to your experience, this is the reward level for you.
This is not going to be a regular part of the business. But for this Kickstarter, our collective is going above and beyond to start this relationship off right.
Choose any three pieces, any of them… and we’ll actually make and shape them for your exact body.
Only a limited number of backers can choose this. Obviously, this kind of effort takes a lot of time. But that’s on our end. From you, all we’d need is your measurements, which pieces you want, and which colors.
We’ll make you three pieces that will feel like a second skin to you. And for $1,250, you’ll never find a better fit even at the most expensive dressmaker’s shop.
The last reward level for this campaign would put you practically in the collective itself. We won’t even get this treatment.
Like the Gold Level, we’ll personally make our pieces to fit your exact measurements. But instead of three articles of clothing, this level will get you all 13 pieces. Obviously, this is an even more time-consuming level for us. We can only offer five of these for now.
But for up to five backers, talk about “investing in their wardrobe!”
They’ll never have to worry about what outfit makes them feel the best. There are just no more “go-to” outfits at all. They’ll have a closet full of made-to-perfect-measurement clothing.
Believe us, every member of this team charges more for just consulting work, let alone actually creating a fitted wardrobe like this.
Wouldn’t you want the full royal – or in this case, goddess-like – treatment?
As we’ve said before, this line is made for real women. That’s not to say that we are able to make every size just yet. Initially, this first run is going to range from size 10 to 20.
In this chart, you can see where you fit in our sizes:
If you fall just outside these ranges, fear not. We are a collective based on our fit expertise.
If you believe you’d be a size 6-8 or a size 22-24 in this line, we can accommodate. We just might need an extra couple of weeks to fulfill those requests.
We will still likely be able to deliver by late September.
It’s remarkable how many fashion ideas end up nowhere. Some amazing ideas and designs have never left the notebook, let alone into production.
Eighty years of combined experience left our team with enough experience see this happen. So, when this amazing opportunity came together, starting in December last year, we knew we wouldn't let this one go the way of so many others.
After all, this is not only a team of great designers, fitters and producers. It’s a team with a single-focus goal. Make real women feel like they ought to. Do everything we can to bring fashion, fit and confidence together. No piece of the pie is more important than another.
But, weighing that on one hand and funding on the other is a difficult balance.
This line is in production. There’s next to no risk this effort will go anywhere but straight up. (“Next to” just to conform to Kickstarter rules). We’re making this happen.
But, money doesn’t grow on trees. And the hours upon hours of effort and other opportunities freely given up aren’t free.
Our costs range from initial design sketches to the first full production run. We had fabric made specifically for this first line. That’s just not free. Yet, many of us in the collective have worked for free or nearly free so far to make this happen.
This campaign will recoup some of those costs. But it will put the metaphorical down payment on everything the future holds for DNA Design Collective.
We are lining up office space so our team will be able to work even closer.
We are designing and even beginning to source fabrics and think about patterns for our Holiday and Spring 2018 lines.
Most importantly, we are going to be able to work exclusively on this collective. No more taking freelance jobs to make ends meet, or to pay for the initial costs of this line.
This Kickstarter will let us work only for you.
As we noted, we already have a few lines coming together. In addition to the Holiday and Spring lines, we’re also working on a small Resort or Cruise subline in between. We’re looking into developing more fabrics and types of designs.
In fact, we were just discussing how many team members all have a very specific, highly-technical experience in a design feature called boning. We’d like to incorporate these kinds of rarely-used techniques we know in future lines.
This is the kind of conversation no other design company is having. But our collective’s vast experience gives us the perfect know-how to do these kinds of fit solutions.
This Kickstarter campaign will get us from this point to that one… a journey all of us, especially you, will benefit from.
You’ll notice the first two reward levels speak of a specific event. We’re quite excited about it, but wanted you to see the line first, so you might share a portion of our excitement.
On August 25th, we’re going to have a grand unveiling of this Fall 2017 collection. In the same space as our part-time office space, we’re going throw a nice-sized bash for everyone that made this line happen.
Catering, lights, a video, a speech from the founder and even a bit of a runway show. We’ll be showing, for the first time in public, the whole line. We’re even going to livestream it for anyone who contributed on this campaign.
To lock in a spot at this event (if you live near Downtown LA) or to at least get the livestream unveil of the line is $5.
We’re also going to make some time for VIPs to talk to the founder and CEO, Diana Nelson.
Her insights into just what is wrong in the fashion industry as well as the solutions are truly mind-blowing. She’s one of the few true fit experts in the field. So, even a few minutes between bites from the catering and drinks from the open bar with her is well worth it.
To be a VIP at this event, you just have to reach the $30 reward level.
The space is gorgeous, the drinks and food cost nothing after getting in the door. So even if you want to stop by for a unique happy hour after a day’s work, it’s worth the effort.
The following morning, August 26th, we’ll be having a pop-up store. Anyone will be able to come to that, try on some pieces from the line and take them home that day, unless this Kickstarter campaign really blows up and we need a few more production runs to catch up.
For either or both, we are near finalizing some interesting partnerships as well. We can’t reveal too much here just yet. But there’s a strong chance you’ll see some bonus excitements at this two-day event. Here’s a hint… one involves technology that will improve fit across the industry… another is an expert at what goes under a woman’s clothes.
We hope to see you there.
Risks and challenges
We are currently setting up to do our first production run of this new line over the next five weeks. Of course, any number of things could arise, but no more than any other business would face.
Our advantage in this department is the fact that this collective we've brought together all have the same goals: produce the best-fitting, sexiest clothes for the real woman.
We don't foresee any potential crises erupting that would halt your rewards from being delivered. But we plan on being active in this conversation throughout this campaign and beyond. So if anything were to happen, we'd inform you first.
And of course, we can always be reached for questions, concerns or comments.Learn about accountability on Kickstarter
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