This is an episode of the Glossy Fashion Podcast where we take a candid look at how today’s trends are shaping the future of the fashion industry. Continue the series here →
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Since launching their sustainable fashion brand Christy Dawn in 2014, co-founders and partners Aras Baskauskas and Christy Dawn Baskauskas have prioritized intentional actions and ethical practices. For example, the brand uses deadstock fabrics to create its apparel. Additionally, the Baskauskases have built and maintained relationships with Los Angeles farmers and local manufacturers, further strengthening their commitment to sustainability. In 2021, they launched a Land Stewardship Program, allowing consumers to support the brand’s regenerative agriculture initiatives by investing in the land that grows the cotton used in items such as their best-selling Dawn Dress.
Ten years after its founding, Christy Dawn continues to thrive thanks to its sustainable practices, distinctive products and A-list fanbase: Taylor Swift, Selena Gomez, Emma Watson and Dakota Johnson have all been spotted wearing the brand.
Currently, Christy Dawn is in expansion mode, opening a flagship store on Los Angeles’ busy Abbot Kenny Road in 2021 after closing its first store on Lincoln Boulevard due to the pandemic. The brand reportedly generated more than $15 million in revenue in 2022, according to Aras. This year, Christy Dawn is expanding into men’s and innerwear product categories.
In the latest episode of the Glossy Podcast, the founders talk about how they built and grew their “farm to closet” fashion system. Below are highlights from the episode, lightly edited for clarity.
The Secret of Dawndress
Kristy Dawn Baskauskas: “It’s so versatile and flattering to all body types…. It has an adjustable waist and drawstring so you can cinch it in for a more fitted day, or wear it loose and oversized. It has snap closures…and makes breastfeeding easy. It’s a dress you can wear all day, for any occasion. Versatile and comfortable. That’s the lens I design for.” [I’m always thinking]”Will this be comfortable to wear? Will I feel beautiful in it? Will it look good on all body types?”
Aras Baskauskas: “The lifetime value of a first-time customer who buys a Dawn dress is much higher than the lifetime value of a customer who buys any other dress from our collection.”
Riding the trends as an independent company
Aras Baskauskas: “We think something [we sell] Even if it’s popular, it’s not actually useful. [our sales]Because brands like Old Navy, Gap, Forever 21, H&M, Zara, and others are all making dresses at that time. In fact, people buy our dresses because they look good and feel beautiful, which is a great reason to buy a dress. It gets hard when you’re competing with all the other dress brands because they’re trendy. …When a trend comes, we support it when it goes. We focus on making beautiful pieces. …That’s what our customers really love and appreciate. We try to avoid trends.”
