spotlight – aiko decelles (dan dan)

1.    Company profile

“dan dan” in Japanese means gradual or step-by-step. The concept behind the brand is clothing that grows step-by-step with the child, focused on the common frustration that kids grow out of their clothes too quickly. Our design is about function: wear it for longer and/or wear it more than one way.

2.    How did you get into this business?

My mother is the craftiest person I know. She was the inventor and seamstress of many of my clothes growing up. When the opportunity arose for me to leave the corporate world to start a venture of my own, I knew kids fashion is where I wanted to be.

3.    What/who inspires your designs?

There are many. Early on I based much of my vision on womenswear and concepts that could be recrafted to meet my requirement of clothing that provides growth and versatility for kids. While I still keep an eye on womenswear, my inspiration now comes mostly from my target audience: infant and toddler girls in their natural being of self expressionism, individuality and creativity.

4.    Biggest business moment?

Within 18 months of launching into this new venture, I landed a private meeting to show my collection to one of the most highly coveted luxury department stores in the country!

5.    Who is your role model?

Inventors, entrepreneurs, artists .. people who create something from nothing. I continue to amaze and have a true appreciation now for the enormity, passion, burden and sheer tenacity it takes to seek an idea through to fruition.

6.    Three things you would take to a deserted island?

My husband, a solid pair of shoes and an extra pair of eyeglasses.

7.    Where do you see yourself in 10 years?

Beach living with my husband and a family of healthy kids and two dogs close to the ocean, “dan dan” boutiques to tend to, philanthropic efforts to save animals from cruelty, and perhaps some time living abroad.

8.    Describe your (collection) style in 3 words.

cheerful, accessible, useful

Check out Dan Dan on momtrends http://momtrends.blogspot.com/2009/08/dan-dan-clothingsomething-special.html