Fashion
Christy Dawn Founders Explain How to Make Farm-to-Closet Fashion a Reality
This is an episode of the Glossy Fashion Podcast, which features candid conversations about how current trends are shaping the future of the fashion industry. More from the series →
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Since launching fashion brand Christy Dawn in 2014, co-founders and partners Aras and Christy Dawn Baskauskas have prioritized intentionality and ethical practices. For example, the brand uses deadstock fabrics to create clothing. Additionally, the Baskauskas have built and maintained relationships with local farmers and makers in Los Angeles, which has helped them further their sustainability efforts. In 2021, they launched the Land Stewardship Program, which allows consumers to support the brand’s regenerative agriculture initiative by investing in plots of land used to grow cotton for items like the best-selling Dawn dress.
Ten years after its launch, Christy Dawn continues to gain popularity thanks to its sustainable practices, iconic pieces, and high-profile fans. Taylor Swift, Selena Gomez, Emma Watson, and Dakota Johnson have been spotted wearing the brand.
Today, Christy Dawn is expanding. In 2021, she opened a flagship store on Los Angeles’ busy Abbott Kenney Road after closing her first location on Lincoln Boulevard due to the pandemic. According to ArasIn 2022, the brand is expected to generate over $15 million in revenue. This year, Christy Dawn is expanding into the men's and underwear categories.
In the latest episode of the Glossy Podcast, the founders share how they’re building a farm-to-closet fashion system and thinking about growth. The episode excerpts below have been lightly edited for clarity.
The Secret Sauce Behind the Dawn Dress
Christy Dawn Baskauskas: “It’s very versatile and works for all body types. The waist can be any size and it has a drawstring so you can cinch it on days when you want it to be more fitted, or it can be loose and oversized. It has a snap closure…which makes it easy to breastfeed. It’s the dress you can wear any time of day and for any occasion. It’s versatile and also comfortable, which is what I design through.” [I’m always thinking]“Is it comfortable? Do I feel beautiful when I wear it and will it look good on all body types?”
Aras Baskauskas: “The lifetime value of a new customer who buys a Dawn dress is much higher than the lifetime value of a customer who buys any other dress in our collection.”
Navigating Trends as an Independent Business
Aras Baskauskas: “We have learned that when something [we sell] becomes fashionable, in fact, it doesn't help [our sales]because that's when brands like Old Navy, Gap, Forever 21, H&M, and Zara are making all of these things. The reality is that people are buying our dresses because they think they're going to look good and feel good, which is a great reason to buy these dresses. When you're competing with all the other dress brands because they're trendy, it makes it tough. When trends come in, we support them when they go out. We focus on creating beautiful pieces. That's what our customers really love, they appreciate. We try to avoid trends.
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