Donni

Donni is an American sustainable clothing and accessories label for women, founded in Los Angeles in 2009 by Alyssa Wasko. It all started when Wasko lost her father, lovingly known as Donny, and turned to creativity for comfort by designing a scarf by hand. As word spread, her designs caught the attention of women across the country, and a brand was born, shaped by her background at Chanel, a love of vintage menswear and a signature approach to colour. Donni grew from scarves into ready-to-wear in 2018 and now makes effortlessly wearable pieces designed to be thrown on and lived in. Its range includes the Pointelle Simple Crop Pant, the Silk Taffeta Cargo Pant, the Jersey Baseball Tee, heavy cotton knit sweaters and silk scrunchies and bows. Every piece is made in Los Angeles from locally milled or sourced fabrics. Most of its vendors, factories, cutting houses, knitting mills and patternmakers are women-owned or women-led, and natural fibres and eco-friendly materials form the core of its collections. Donni has grown through a drop model of limited releases, which Forbes covered in 2021. It remains independent and is owned and run by Wasko.