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Our story began in 2009 with a scarf. When founder Alyssa Wasko suddenly lost her father, Donald. Seeking comfort, Alyssa turned inward and designed a scarf. This simple yet special piece garnered the attention of both friends and strangers, leading to the birth of DONNI.
As DONNI. has evolved from scarves to ready-to-wear, comfort remains top of mind. Each piece is designed to be comfortable, classic, and cool — built to stand the test of time.
We create clothing for the every day and for every woman, no matter the stage of life. We take a multigenerational approach to each collection, with the intention that our clothing will be passed on for generations to come.
“I want to create a brand that feels like your friend. I want you to come to our website and visit our Instagram, and I want you to feel welcome. I want you to feel like our DM responses are me personally responding to you. Our brand is personal — period.” - Alyssa Wasko
Alyssa’s former career at Chanel, informs her attention to detail and unrelenting standards of quality when it comes to each garment. These high standards combined with DONNI.’s emphasis on comfort and unique details make each piece truly stand out from the rest.
Every single piece is made in Los Angeles. We are intentional about keeping all of our business operations local, our fabrics locally milled or sourced, and each piece locally constructed. The majority of our vendors, factories, cutting houses, knitting mills, marker/graders, pattern makers — are either women-run or women-owned.
"I'm obsessed with all my DONNI. pieces in my wardrobe. The brand brings an elevated touch to comfy clothing — the quality and feel of its fabrics are amazing, and its silhouettes feel fresh and are easy to wear. It's woman-owned, and everything is locally made in LA." — WhoWhatWearSHOP NOW