HomeUncategorizedMeet the founding father of DAI

Meet the founding father of DAI


When investing your capital is in danger.

DAI is on mission to empower ladies by means of comfort-driven efficiency, model and neighborhood. They’re a efficiency womenswear attire model utilizing revolutionary sportswear materials and sustainable supplies to ship versatile, purposeful design.

DAI’s story began at 30,000ft when the founder Joanna Dai labored in funding banking. After lengthy hours, her workwear grew to become uncomfortable, she requested herself – “Can I make this really feel like yoga, and seem like an influence go well with?” Quickly after DAI was born!

Now elevating on Seedrs, we sat down with Joanna Dai get to achieve insights on her path to creating DAI and her plans for DAI sooner or later.

We’d like to learn about your profession earlier than DAI and the place you first discovered that entrepreneurial spark.

I labored in funding banking at J.P.Morgan for eight 12 months previous to beginning DAI, however I believe my entrepreneurial spark began in major college once I ran for Publicity Officer. Within the US, we had an elected scholar physique authorities to plan enjoyable occasions for all college students, and I did that all through to being President of the Class of 2008 at Cornell College. The primary trace into vogue was once I sourced 5 totally different black glitter night clothes with tailoring for the 5 homecoming princesses to go well with their totally different physique shapes.

What motivated you to begin DAI and what downside are you fixing?

I began my profession in funding banking, working actually lengthy hours, 12-16 hours a day, operating across the buying and selling ground or operating to conferences. And I at all times felt that garments had been extremely uncomfortable and restrictive.

It hit me sooner or later. I had a 4am cab pick-up, a day of conferences operating round Stockholm, and on the 8pm flight coming again, my waistband was digging in and all may take into consideration was how uncomfortable I felt. I needed I had been in my yoga leggings, and that’s once I thought to myself, “may this really feel like yoga, and seem like an influence go well with? Why was it so laborious to search out manufacturers designing comfy workwear for girls?”

I imagined a world the place garments didn’t prohibit us, however moderately empowered us, the place efficiency of our garments empowered the efficiency of the lady.

What are you able to inform us in regards to the market and the way DAI is positioning itself for achievement?

We’re not a vogue enterprise. In a $292bn international ladies’s wear-to-work attire market, we’re a digitally native, ecommerce-first disruptor model delivering comfort-empowered efficiency utilizing a tech-enabled, data-driven method, together with our proprietary on-line Trouser Match Finder Software, coupled with real-time buyer suggestions to ship the proper product expertise for each physique form. Past our digital progress technique, we’ve confirmed our diversified omnichannel method by means of retail, neighborhood, print advertising and marketing and press. We’re main with authenticity and goal, as a result of at our core, we would like ladies to succeed. We’re additionally a Licensed B Corp with one of many highest scores within the international attire trade, and we’re main by instance of what’s higher, extra accountable.

What does your aggressive panorama seem like and the way does DAI differentiate itself? 

It’s a giant market and there are numerous choices, value factors, design aesthetics, materials. Our imaginative and prescient for our merchandise and person expertise is “looks like yoga, seems like enterprise”. We’re taking revolutionary efficiency supplies developed by the sportswear trade, and designing them for the on a regular basis, the sustainable manner. Our key metrics paint the image of our sticky differentiation and success thus far: a single class of trousers drives 55% of our income, an astoundingly robust metric exhibiting a transparent gateway into our model and powerful buyer loyalty: repeat prospects make up 50% of our income, which means they love our merchandise and are coming again.

May you inform us about a few of your greatest achievements to this point?

Inside two months of our mushy launch, The Instances  featured us as “the proper trousers”. Our Energy Transfer™ Trousers took off and we reordered 300 items the subsequent week.

Holly Willoughby, Trinny Woodall and an entire host of high-profile trailblazing ladies carrying Dai.

We’re backed by Redrice Ventures, Closed Loop Companions, and Rianta Capital with an unbelievable board and advisors round us.

We not solely survived however thrived for the reason that pandemic; Q1 gross sales are +151% vs final 12 months*.

Opening shops in Seven Dials, Marylebone Excessive Road, King’s Street and Spitalfields.

*Based mostly on unaudited administration accounts.

What are some objectives you hope to see DAI accomplish within the subsequent few years?

Scale within the UK figuring out our profitable traction and channels, increase into the USA, launch our B2B division, develop our crew, proceed to innovate on sustainable supplies and proceed to empower ladies world wide.

How do you intend to create a scalable and worthwhile enterprise mannequin?

The dry reply is on a spreadsheet. We all know our channels, they’re able to scale and we anticipate to realize profitability within the subsequent few years. However the true secret sauce is model goal, mission, authenticity. We would like ladies to succeed and we need to do higher for our planet.

Why do you assume proper now’s the most effective time for DAI to develop?

The time is now. After two years of pandemic, it’s again to life however consolation is right here to remain. Private model and feeling assured will without end be vital for girls. And sustainability is not optionally available however the necessary manner of the long run for all of us. We’re a forward-thinking, trailblazing model that represents the way forward for our trade, and our time is now.

What do you intend to do with the cash you increase?

Scale our confirmed channels of progress, together with v2.0 tech and data-driven dev and customisation of Trouser Match Finder, develop our crew and operations (a a lot wanted increase ASAP given our tempo of progress now) and increase internationally, beginning with the USA.

What do you like to do in your free time? 

Operating, biking, just lately rising our personal produce in our backyard by means of composting our meals scraps in a worm farm.

Should you weren’t constructing  DAI, what do you assume you’d be doing?

Becoming a member of a physique on the UN or the subsequent local weather tech startup to battle local weather change, or constructing my very own totally regenerative farm.

What’s the largest lesson you’ve learnt thus far constructing  DAI?

You’re extra resilient than you possibly can ever think about, if you realize your goal and that goal is larger than you.

What recommendation do you want somebody informed you earlier than beginning DAI?

They did inform me to not do it, that womenswear was extremely difficult (“make a Publish-It as an alternative”), however I went forward and began DAI anyway.


DAI is a B Corp licensed model, empowering ladies by means of comfort-driven efficiency, model and neighborhood. They’ve raised over £1.5m and are closing to funding quickly. Should you’d prefer to get the total story, take a look at their marketing campaign right here.

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