Dai designs comfortable and empowering clothing for women at affordable prices.

Welcome to revolutionary comfort.

It happened on a flight. Eight years into her investment banking career, CEO and Founder Joanna Dai had her fair share of long days. On that particular day, she had her 4am cab pickup, the first flight out of London, a day of meetings around Stockholm, and the last flight back at 8 pm. When she finally sat down on her return flight, her waistband was digging, nothing stretched, and she was uncomfortable. She wished she was in her yoga kit. Then her a-ha moment, "Could this feel like yoga and still look like a power suit?"

As women, we want to reach the top. We want to build a world where our clothes don't restrict us, but rather empower us. Because comfort is confidence and the world is better when women succeed. 

Women’s Clothing

Clothing

It’s a bit too expensive to buy regularly but the clothes are really good quality and sustainable! 

Dai clothes are the only clothes that look professional and that are comfortable. I would not travel for work wearing anything else and have worn them a lot during lock down. The trousers really are different to any other trouser and their eco tops are soooo soft! Also I love the ethos of the brand.

I don't travel for work particularly often anymore, but these are beautiful pieces of work-wear that are warm and cozy while you're flying.

Potentially more options which lean to slightly more business casual vs formal but think they are doing this anyway. 

Designs are super comfy. I especially love their jumpsuit which I can't stop wearing. 
For someone who cycles everywhere the stretch of the fabric is incredibly important, plus it means for easy washing and no ironing if you hand! 
They have great eco credentials and fab customer support. 

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