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DONNI. IN DETAIL
Launched in 2009, DONNI. is a Los Angeles based brand founded by Alyssa Wasko.
It all started with a scarf, when Alyssa lost her father, lovingly known as Donny.
In seeking comfort, she turned to creativity and designed a scarf by hand. As word spread, her scarves garnered attention from discerning women across the country.
COMFORTABLE. CLASSIC. COOL.
What began as a personal expression evolved into a considered brand—rooted in comfort and intention, where every piece carries the same care and meaning as the very first.
Today, DONNI. creates effortlessly wearable, undeniably comfortable ready-to-wear. Designed to be thrown on, lived in, and loved through every stage of life.
Our timeless pieces blend comfort and craftsmanship with an easy, lived-in sense of cool.
OUR FOUNDER'S VISION
Alyssa’s background at Chanel informed her meticulous attention to detail and deepened her dedication to quality. This expertise, paired with DONNI.'s roots in comfort and ease, makes each piece truly unmatched.
Her design process always starts with fabric—sourcing the softest materials with just the right texture, weight, and drape.
Inspired by vintage menswear, classic films, and timeless interiors, each piece feels distinctly personal: endlessly versatile, easy to wear, hard to take off.
MADE IN LOS ANGELES
From concept to creation, every piece is made in Los Angeles—a reflection of our deep commitment to quality, craftsmanship, and community.
We keep our operations close to home: fabrics are locally milled or sourced, and each garment is constructed nearby. Most of our partners—vendors, factories, cutting houses, knitting mills, and patternmakers—are women-owned or women-led.
Natural fibers and eco-friendly materials form the core of our collections, shaping the essence of many of our styles.
“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
"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." — WhoWhatWear
Discover The Collection