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- Direct-to-consumer business models mean startups like Everlane and Allbirds can sell luxury clothes at a fraction of the price found at big-name retailers.
- DSTLD is the new startup to watch, offering premium denim for under $100 and essentials that nail LA cool and urban chic.
- The startup is also the first fashion brand to offer its shoppers the opportunity to buy a stake in the company itself by an Online Public Offering.
Thanks largely to the internet, shoppers are living in what feels like a bit of a Golden Age for anybody with some money to spend and a computer within arms reach. By allowing companies to cut out the (newly) unessential costs of brick-and-mortar stores and middlemen, emerging labels are able to produce in the same factories as big-name designers — with the same materials — but sell their clothes at a fraction of the price.
It's a nice deal for the consumer.
Perhaps for most of us, that direct-to-consumer model is associated with wunderkind startups like Everlane and Allbirds with reliable, cult-like fan bases.
And for those more tuned into really nice denim, they might be thinking of LA startup DSTLD.
The company has a similar model — sell luxurious essentials people want at a third of the retail cost. And, like Everlane, they’re rising to meet the standards of their shoppers — using sustainable materials, natural dyes, and eco-friendly practices whenever they can, as well as imposing higher standards on labor conditions in their supply chain.
All in all, DSTLD is selling cool essentials at a price, and with a supply chain, that doesn’t have to make you feel bad.
While they’re known for their denim, I (and according to DSTLD press photos, a healthy number of celebrities) have loved their Blanket Maxi Coat. It’s not much more than I'd spend on something similar from a fast-fashion stop like Zara, but the quality and fit feel far superior — and I don't feel anxious taking a chance on the newer label thanks to its low-risk prices. And while the company has more men's options and was indeed founded by two men, DSTLD's women's line hits a rare balance between LA cool and a tailored, urban chic that I've found hard to find, especially at this price point.
And if you’re looking for a way to feel more involved in your purchases (or have an itch to invest) DSTLD is offering up something far more unusual than reasonably priced black skinny jeans. Last year, they became the first fashion brand to pursue an Online Public Offering.
The company cites the statistic that for the last 80-odd years, only the wealthiest 2% of Americans have been allowed to invest in startups in the US. But thanks to legislation in 2012, that's now possible for anyone. Like ethical production and lower, leaner pricing, this is just another way DSTLD is particularly tuned into the moment — and using new ways of doing business to promote their own growth. Instead of old-school venture capitalists being responsible for how much growth the company experiences, there's something potentially satisfying about a "by the people, for the people" rise.
But even if you’re looking for essentials and premium denim for under $100 rather than an investment, you're likely still going to be happy you found DSTLD.
You can shop DSTLD directly here, or check out some of their best pieces for both men and women below.
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