B Corp certified womenswear brand Dai opens permanent store in Seven Dials

Sustainable women’s performance brand Dai has opened its first-ever permanent store on 35-37 Monmouth Street in Seven Dials, London.

Initially founded as an online-only retailer, the brand previously experimented with a series of pop-up stores before deciding on the permanent 1,400 sq ft space.

Producing comfort-empowered performance wear that values eco-friendly fabrics, the company recently acquired a B Corp Certification. Its sustainability practices also extend into the store's interior design, featuring upcycled materials from previous pop-ups.

Dai has also launched Dai’Cycle, a programme where customers can drop off their preloved Dai clothing in exchange for a gift card. The donated pieces will be repaired either re-sold in store or donated the brand's charity partner Smart Works.

Joanna Dai, Founder & CEO at Dai, commented: “After so much time working and living our lives through screens, we’re very excited for our new store to empower in-person connection with our community once again. We want our Seven Dials space to be a place where women can connect, learn and exchange ideas, in addition to displaying everything we do best on comfy performance apparel for our 24/7 wardrobes and our sustainable sourcing and design process.”

Samantha Bain-Mollison, Retail Director at Shaftesbury, added: “Sustainability has always been an important factor when selecting brands coming into Seven Dials. We work consistently hard to curate a diverse line-up of brands with strong environmental credentials."

In a recent episode of TheIndustry.fashion's In Detail podcast founder of Dai, Joanna Dai explains the mission behind the brand, and how she gave up a promising career in finance to become an entrepreneur.