.shopdoen has amassed a cult following online–and now it has opened its first brick-and-mortar shop.
, the three-year-old label run by sisters Margaret and Katherine Kleveland in Los Angeles. Dôen doesn’t have a recurring print or color, or a single style you associate with the label; it’s more about a feeling: one of romance, worldliness, nostalgia, and a touch of earthiness. It’s never too much of any one of those things, nor does it ever feel overly referential.
Much of that comes down to Dôen’s sixth-sense understanding of how women want to look. The Klevelands don’t do “trends,” nor do they cater to a specific, otherworldly “Dôen woman” “It’s really just about what our community and the girls in our office want to wear, and where that energy is taking us,” Margaret says on a call from L.A. “There’s never a ‘key word’ for the season or a specific reference.
That Dôen is opening a store at all reinforces the fact that even the most successful online brands can benefit from a brick-and-mortar presence. For Dôen, the hope is to introduce customers to its premium fabrics, which can’t be touched on an iPhone. “We develop all of our fabrics and prints in-house, and it’s a really thoughtful process, but it can be hard to translate that online,” Margaret says.
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