Dayna Sofair, the founder of SOFAIR, discusses her path in fashion, which is anchored in a love for walking and sustainability. SOFAIR’s pieces, lovingly known as “forever gems” to Dayna, can be styled for any season or event. Dayna with their styling of SOFAIR’s pieces to bring out the most authentic versions of themselves.

Dayna lives in the Venn diagram between sustainability and style. The brand believes that “luxury should never come at the cost of the environment or the people involved in creating our garment.” She launched her first collection in May 2024, which is accessible worldwide. These high-quality pieces are waiting to be worn again and again.

What inspired the choice of the brand name “SOFAIR?”
It’s my last name and is something I believe in, so I wanted to put my name behind it. It also mirrors the core principles of the brand. We want to be open, honest, transparent, and fair in everything we present to the customer.

What were the highlights of your career before SOFAIR, and how did you choose the path of sustainability?
I’ve had a big career in fashion. I’ve worked in Los Angeles as a visual stylist and buyer at one of the “it” boutiques with many celebrity consumers, and I styled them. I hopped around a lot. I was then recruited to build a womenswear collection for a popular menswear brand, where I learned about the behind-the-scenes of fashion, and how everything is made. The processes fascinated me, traveling around the world, understanding supply chains, understanding what goes on in different regions. For instance, multiple things can happen in one country.

For me, I’m creative, but I also love business. I love people and understanding where things come from. Everything is about connectivity and community for me. So, when I saw that side of fashion, I knew this was where I wanted to be.

I then worked for some big companies; I was the Head of Buying & Product Development at Forever21 and head of buying homeware for River Island. So now, I’m making up for my fast fashion sins, because I have contributed a lot in that space. I wanted to claim a style tribe, and all of the above eventually directed me to create SOFAIR. I wanted a brand that is fun, honest, oblivious to trends, seasonless, ageless, easy to wear but not overwhelming, but still reflecting enough of a point of view and feeling stylish in those clothes. So, something that is accessible but also unique. That is a fine balance I wanted to incorporate in SOFAIR.

What are your least favorite materials to work with?
Well, I don’t work with polyester. Recycled polyester is dangerous. There is a big misconception about recycled polyester. So many brands champion it to proclaim themselves as “sustainable.” The process of repurposing them is chemical-intensive, which has repercussions, and on top of that, those materials end up releasing microplastics when they are washed over time and they don’t biodegrade. For me, icky materials would be nylon, and polyester; materials that are bad for the environment.

What materials do you prefer to work with to ensure sustainability in your designs?
I love cotton and silk. I am currently working with forest-certified viscose, which ensures traceability for trees and water that is used to make the fabric. In my opinion, that is the closest to a synthetic that I would get. You have to have an open mind and be willing to compromise. And today, when the fashion industry is so saturated, you need to have a point of view but also remain commercially competitive. In order to do that, price point matters and one of the most challenging things about launching a sustainable brand is not overwhelming the consumer with all the negative facts about fashion because there are so many, and fashion should be fun. We want to express ourselves and feel good, and sometimes we need to shop, so you don’t feel like all the of the world is on your shoulders because you bought a tank top from Zara.

It is about consumption, fabrication choices, the conditions in the workforce, and what they are paid. These points are paramount to me. I think many brands greenwash and make false claims to be a part of sustainability.

Tell us three phrases/ words that you overuse while working on design projects?
Well, I’m a perfectionist, so I’m always like—“Really? Can we do a little better? Can we make this a little better?” I also probably say the word “love” a lot! I’m a big lover. And the words “joy and happiness.” I love to be happy, and I’m all about being joyful. Clothing is supposed to make you feel that. I want SOFAIR to be a mega brand, not in terms of mass consumerism nor the sheer volume of what we create, but so we can make a difference and spread joy through fashion. I want to inspire the consumer to feel confident and happy about wearing and repeating the same outfit. I do not believe in trends, but I’m a trendy person. Trendy doesn’t have to mean that you have to buy a new outfit every week or you cannot repeat things. With imagination, one can restyle clothes and reward them. With my career history in styling, I know people get overwhelmed with assembling an outfit, so it is about communicating with the customer and showing them how one can do it effortlessly. I want to combat this everyday struggle and bring a solution to the table, so my customers do not fret and be happy in SOFAIR clothes.

Talk about one of your favorite designs that was launched in your first collection?
The Solstice Maxi dress is insane; it is long-sleeves embellished with beautiful tassels (I love tassels), there’s pleating details with raw hem and a fully-functioning placket so the whole dress can open up, and one can wear it like a long shirt! You can be 80 or 16 and still look fabulous in that dress. It is “ageless,” and it would flatter any body type! It’s dressy and yet you’re comfortable in it! You can interact with it any way you want; you could wear it to a wedding or lounge in it at home.

I love our Phoenix dresses, they are super short, the prints are bold. One could style them with a chunky sweater, tights, and boots or wear it as it is with heels!. The Tucana pants, they are low waisted and flared, was inspired by the 1960s Japanese koi pond and those trousers are sick, I love them!

Discuss the collection at SOFAIR and what your customers must expect from it?
My next collection is so much about solids, but currently, there’s rib, baby rib to be specific. So, I developed a modal cotton rib; I’ve done a grouping of styles in that. Meanwhile, prints are always amazing. Within this collection, I want to see what works well, so I’ve made limited runs of everything; I’ve produced a limited stock since I did not want anything to go to waste. The idea is, I want to have “forever gem,” which is what I’m calling them. Because every piece that I prepare should be a forever treasure. So, we either keep them the same or reintroduce them in different prints and colorways.

What is fashion, according to you?
Fashion is having your point of view on style. Fashion is style. It interacts with clothing in a way that is authentic and individual. And I believe everyone should be individualistic in the way they dress.

If you could describe Sofair in three words, what would they be?
Ageless, timeless, and seasonless, which also advocates what I am all about: my brand is all about individuality and hence I have created these “ forever gems”.

Check them out here:
https://www.instagram.com/sofairthelabel?igsh=MWwwd2V5cGh1MzhhOQ==

https://sofairthelabel.com

Article by Palak Godara, Contributor, PhotoBook Magazine
Tearsheets by Daniel López, Art Director, PhotoBook Magazine
*All photos courtesy of SOFAIR

Female Owned Brand, Dayna Sofair, Launching her First Collection