Why Diane?

Dearest fellow fashion lovers,

It has come to my attention, through an arduous career within the fashion world, that we have simply lost sight of what we are doing here.

Long gone are the days of intention and quality in our garments, attire used to be a point of pride, not for price but for the pristine pleasure of a perfectly pin clean suit on a Sunday.

It reminds me of a story my mum once told me, she said, “This coat reminds me of one I had as a child. The perfect woollen coat, it feels like it, even smells like it. I was only allowed to wear it on a Sunday so as to
keep it special. You only got one, so you had to look after it.”  

I yearn for the moment I too have lost. Where I put on a special piece, created with craftsmanship that screams quality, but even more speaks to me. This is rare.

Unique pieces with simple stories, that only a handful of people have put together.

Tis a lofty goal, but I wish to create this feeling for you. Building a brand that fosters hard work in ethics and circularity, determination toward this better sole product, that surprises you, creates a memory, and in doing so pursuing a better price for it along the way.

If in my life I achieve anything like this, we will have made progress.

 Let us all together, re-introduce the love of fashion. The romance of a new coat in crisp packaging, on a soft hanger, paired with every outfit. Made with love, made to be yours.

Reduce the noise.
She’s decisive in her choices, dignified in her presence, and direct in her voice. She doesn’t waste time on drama — she chooses clarity, confidence, and courage.

Confident without Compromise. No drama, just Diane.