The Cult-Favorite Label behind Spring’s Prettiest Pieces

Photo courtesy of DÔEN
In LA, when you notice a woman at the farmers’ market wearing a particularly pretty floral maxidress or a flowy peasant top paired with some perfectly worn-in vintage Levi’s, you can fairly safely assume it’s from DÔEN. For the uninitiated, DÔEN was founded in 2016 by sisters Margaret and Katherine Kleveland, who, after leading separate careers in fashion, decided to build their own brand. They asked five friends to be founding partners—all women, each with a different area of expertise, from finance to photography—and decided that they would collectively share the responsibilities of building the business. A little unorthodox? Sure. But DÔEN’s success is undeniable.
Loved for its dreamy, nostalgic aesthetic and feminine yet decidedly unfussy designs, DÔEN creates clothing that makes you feel like the main character in the movie of your life. While the brand was originally built on a direct-to-consumer model, it’s now available from a (very) select set of retailers, goop being one of them. “We’re so excited to add DÔEN to our assortment,” says Olivia Nathanson Danilow, goop’s fashion buying director. “Margaret and Katherine just get it—their pieces are what you reach for when you want to look—and feel—your prettiest.”

