About Us

Welcome to DAE, where style meets legacy. We are Esha and Diya, two sisters with a passion for creating an enduring impact on your wardrobe. DAE is designed for the girls - whether you're running errands, grabbing a coffee, or heading to the airport. You can do it in DAE.

Born and raised in Leicester, fashion isn't just a trend for us—it's a family tradition. Our grandfather's legacy, a former factory owner, has inspired us to carve our path in the world of fashion. DAE is more than just a clothing brand; it's a testament to our roots, as South Asian females, we bring a unique perspective to the fashion industry. Our goal is to blend the hot mess aesthetic with the clean girl vibe, offering elevated basics that seamlessly integrate into every individual's wardrobe, and build a legacy that echoes through time.

We take pride in being locally made, our garments crafted with care and precision in the heart of the UK. Leicester is not just our home; it's the source of our inspiration and the backdrop to our story.

As sisters we each have unique styles. Our collections are the base layer, with DAE you have the freedom to style it how you like. That’s what makes it so special, you can wear it in a way that reflects your individual style. Making DAE look effortlessly good on everyone. We aim to empower women to embrace their uniqueness, set trends, and create a space where confidence is the ultimate accessory.

Our releases are more than just fashion; they're curated capsules, limited in quantity to ensure exclusivity - so seize the opportunity to make a statement in DAE style.

Welcome to DAE—where legacy meets the latest trends, and the power of history is woven into every stitch.

Love Dee & Esh xxx