dôen 7

mornin’ merry makers ☀️🌼📍🧺✨

today’s letter is all about the poetic prairie girls who crafted certified california luxury brand that makes you want to move to topanga, raise llamas, and wear gauze.

i’m talking about dôen

founded in 2016 by sisters margaret and katherine kleveland, dôen began as a direct-to-consumer love letter to vintage silhouettes and slow living. but now these the slow-living sisters are moving fast. real fast. this year sales are projected to surpass $100M with raising less than $1M in outside capital. and they just secured series A funding, but the terms aren’t disclosed 🧐

i sat down to research dôen’s retail strategy and ended up with four open tabs and three things in my cart. their digital presence is that good. what started as a study quickly became a shopping detour. i consider that a win in itself.

so do me a favor, if you own this dress, please let me know how much you love it.

then read on about what they’re doing in their 7 stores

stories i'm watching

the name game: pronounced like "bone” means "to do" in dutch, chosen because they wanted “a verb.”plus that little hat over the "o" makes everything feel more elevated & european.

the collective 8 philosophy: founding team included the kleveland sisters plus photographer hilary walsh, content director phoebe dean, & other industry veterans. each member brings specific expertise while maintaining equity ownership. basically the opposite of traditional fashion hierarchies.

the forever dress: the most viral dôen piece isn’t even new. the emmaretta dress from 2018 still gets restocked (and resold) on the reg.

you’ve made it to the good part 😎