Shopdoen

Dôen operates as a women-led, direct-to-consumer lifestyle brand, originating in Los Angeles in 2016. The company was established by Santa Barbara-bred sisters Margaret and Katherine Kleveland, who drew upon their previous experiences in the fashion industry to create a brand that stood apart from the conventional wholesale model. Frustrated by a market they saw as homogenized by buyer demands and male-owned despite being women-led, they envisioned a brand that was both personal in its storytelling and ethically run. Their journey into motherhood also highlighted the need for a brand that empathized with and listened to its customers, inspiring a business structure that empowers women. The Klevelands launched Dôen as a collective, giving equity ownership to their partners to foster a collaborative environment.

The company’s business model is primarily direct-to-consumer, a strategic choice made to maintain a close connection with customers and offer products at more accessible prices by avoiding intermediary markups. This approach allows for direct feedback, which informs design and inventory decisions. While digitally native, the brand has expanded its physical retail footprint, operating seven brick-and-mortar locations in key U.S. markets, which have seen significant year-over-year sales growth. Dôen has also engaged in wholesale partnerships with select retailers like Net-a-Porter, Saks Fifth Avenue, and Nordstrom, and is stocked in over 150 specialty stores globally. In June 2025, the company secured a Series A funding round led by Silas Capital to support global expansion, retail growth, and infrastructure development, building upon a business that had grown to a reported $100 million in revenue with minimal outside capital.

Dôen offers a range of products including dresses, knitwear, tops, footwear, denim, swimwear, and a home capsule collection. The brand is recognized for its feminine, romantic, and bohemian aesthetic, drawing inspiration from the nostalgia of past decades in California. Its product line features pieces with flowy silhouettes, delicate prints, embroidery, and ruffles, crafted from high-quality fabrics like organic cotton and silk. A key part of its strategy includes a focus on ethical production, partnering with women-owned or co-owned factories in countries like India and Peru that support female empowerment. The company has also introduced a resale program called Hand Me Dôen, where customers can return pre-owned items for store credit, which are then sold through periodic flash sales.

Keywords: womenswear, direct-to-consumer, lifestyle brand, bohemian aesthetic, ethical fashion, female-founded, California-inspired, online retail, vintage-inspired, sustainable practices