Seven Dials boosts ethical appeal with the opening of DAI – Retail Focus

Shaftesbury has these days announced that the sustainable women’s overall performance put on brand name, Dai, has opened its debut long-lasting area on 35-37 Monmouth Road, 7 Dials. Together with the launch of two classic activations, these new openings raise Seven Dials’ assorted local community of ethically driven suppliers, solidifying it as London’s go-to destination for the aware consumer. 

Started initially as an online-only retailer which has seen subsequent pop-up tenancies, former finance executive, Joanna Dai, started Dai to produce comfort-empowered overall performance have on for the modern-day skilled female. Next its current B Corp Certification, Dai 7 Dials marks an essential future move in the brand’s British isles growth. Dai’s 1,400 sq ft keep residences its entire assortment of elegantly customized clothes produced from modern, eco-pleasant materials that combine stylish silhouettes with homes of activewear – stretch, breathability and wrinkle-resistance. 


The new keep, built in house, capabilities upcycled products from preceding pop-ups as a way to reuse, regenerate, and minimise squander and carbon impression. Dai is also launching Dai’Cycle, a programme exactly where shoppers can drop off their preloved Dai apparel in exchange for a gift card to use on their following in-store obtain. Dai will renew and repair the recycled parts and offer you in-retailer as preloved goods to new customers, or donate it to its charity associate Smart Will work.

Joanna Dai, Founder & CEO at Dai, commented: “After so considerably time working and living our lives as a result of screens, we’re very enthusiastic for our new retailer to empower in-individual relationship with our community at the time again. We want our Seven Dials space to be a spot the place women of all ages can hook up, learn and trade strategies, in addition to displaying every little thing we do greatest on cozy overall performance apparel for our 24/7 wardrobes and our sustainable sourcing and style process.”

The new Dai boutique joins two pre-beloved, vintage activations not long ago released within just 7 Dials. London-based mostly classic and reworked clothes retailer, Vintage Threads, has opened a flagship shop at 69 Neal Road. Classic Threads specialises in a combination of previous college sportswear and 80s and 90s designer parts, delivering site visitors with a refined choice of hand-picked, economical vintage garments from makes which include Nike, Ralph Lauren and YSL. With sustainability at the brand’s core, the Seven Dials retailer also options Classic Threads’ rework assortment. Manufactured from destroyed things and discarded materials, the collection presents distinctive, one-of-variety items that have been made and hand-stitched by Classic Threads’ in-household workforce.

Retro outfits manufacturer, Real Vintage, is an additional new opening to be part of 7 Dials at 18 Earlham Street, and stocks a various array of pre-beloved fashion, which include an unique Stone Island assortment, as well as North Encounter collaborations with Gucci and Burberry, in addition an array of designer sunglasses from Versace, Dior and Fendi. Correct Vintage Seven Dials also gives site visitors with the chance to personalized-embroider their purchases, giving a personalised browsing expertise.

Samantha Bain-Mollison, Retail Director at Shaftesbury, extra: “Sustainability has constantly been an important aspect when choosing makes coming into Seven Dials. We do the job consistently hard to curate a diverse line-up of brand names with strong environmental qualifications.  Although sustainability is getting to be a saturated concept throughout the market we make certain we seek out suppliers this sort of as Dai,  together with other B-Corp rated names in Seven Dials these types of as Finisterre, Le Labo, Vivo Barefoot, Aēsop and Ace & Tate whose ethics are all authentic and substantiated. It’s wonderful to be home to Dai’s initial retail outlet, whose exclusive offering is by now drawing several website visitors inside of the 7 Dials neighbourhood, and building a line-up full of material and vibrancy.”

Dai, Classic Threads and Legitimate Vintage sign up for a host of recently opened retailers in Seven Dials, such as MATE, Colourful Conventional, Apex Rides, and Concealed Earth, all of which display the destination’s steady retail enchantment.