Startup Stories: DFYNORM

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What does DFYNORM do? Tell us about your entrepreneurial product or service.

DFYNorm is a fashion brand that celebrates the wearer and maker of fashion. Fashion is a powerful platform but it has for the longest time told a very outdated story – of fast fashion, of exploitative supply chains and skewed representation and objectification of women.

At DFYNorm we are passionate about fashion and its role in shaping the world.

What inspired you to launch DFYNORM?

We (my co-founder and I) love fashion but couldn't associate with its sharp lines that decided who was in or out. Neither could we stomach that people in other parts of the world are trapped in a vicious cycle of exploitation for something as basic as clothes. We didn't want blood on our hands, instead we wanted to wear our hearts.

It all started in 2012 when my cofounder and I reconnected after school. I was working as a management consultant at GILT, a flash sales website in NYC. I was thoroughly enjoying the space of e-commerce and fashion. We start talking about delving into fashion then and that was also the year when the Rana Plaza tragedy struck. There were a series of events like that and the brutal gang rape of Jyothi Singh in India. It made us feel like really upset about the way people and particularly women were treated…and we realized that the situation, while much better in some parts, still needed an overhaul.

SO we combined our love for fashion and our values to create a fashion brand with a lot of heart at its core.

What problem does DFYNORM solve?

Our business creates aspirational fashion for the enlightened mind. It creates fashion that is inspired by stories of women and artisans. We give back dignity to the makers of our fashion and the wearers. Diversity, positivity and consciousness are all in our DNA.
Moreover, our foundations are built on pillars of fairness and respect – to our workers, to our customers and to the planet.

No more being reduced by fashion, with DFYNorm you fly.

What has been your biggest challenge starting DFYNORM and how are you working to overcome it?

Our biggest challenge has been Focus. When your vision is massive, it is really difficult to focus on things that need to get done in order to achieve the next step. This leads to scattering of energies, and resources. We have learnt from this and are trying to overcome our focus problem by keeping things simple and removing the noise factor. Moreover theres the glamorous and fun part of work and then there's the grueling and hard work that just has to be done. Its been a challenge balancing both.

Give us one word that people might use to describe you.

Brave.

What milestone do you hope DFYNORM will have surpassed one year from now?

One year from now we will be an established fashion brand that creates beautiful fashion based on people's stories. We are working on our design process to bring this to life. Once we have done that we are going to take it to many wonderful heights.

How has Project Eve helped you and or DFYNORM?

I was an avid twitter follower of Project eve – often reading the motivating articles to get going with my start up.

Give us an insider tip that relates to your industry or the startup story for DFYNORM

There are so many stakeholders and dependencies in this industry. Extremely people centric industry…It takes a lot of diligence, planning and relationship building to navigate this competitive space.

The 411 on DFYNORM:

Company Name: DFYNORM
Website: http://www.dfynorm.com
DFYNORM was founded in:
2014
DFYNORM is located in:

Follow DFYNORM on social media here:
smitakumar
https://www.facebook.com/dfynorm

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