What does it take to launch a brand that can turn a life philosophy into a uniform? Ask Dagye, the London-based designer behind A Day Without Angst (ADWOA), and he’ll tell you: resilience, a touch of rebellion, and a refusal to sugarcoat life. “Nobody’s coming to save you,” he declares. “If you’re going to mess it up, it’s on you.” Brutal honesty? Perhaps. But in Dagye’s world, it’s liberating—a way to transform fear into fuel. We sat down with the designer in Paris for a chat.
From Dagye Studios to ADWOA
Dagye’s path to fashion wasn’t exactly paved with fabric swatches and runway dreams. Born in Germany and raised in London, he started down the practical road, studying Sport Science to keep his family happy. “I just couldn’t stand it,” he admits. So he did what most aspiring designers wouldn’t dare: he dropped out and threw himself into customizing jeans. And we’re not talking Pinterest-level DIY—Dagye’s creations caught the eye of heavyweights like Young Thug and Offset during his early Dagye Studios days.
But for Dagye, early success wasn’t enough. By 2019, he put the brakes on to learn the mechanics of the fashion business, from manufacturing to marketing. “There’s a massive difference between loving fashion and understanding the fashion business,” he says, a revelation that reshaped his trajectory. When ADWOA launched in 2022, it wasn’t just one-off pieces with big co-signs; it was a rounder and more mature project, with greater focus on construction and communication than before.
At first glance, ADWOA’s aesthetic feels punk-rock-meets-luxury-grunge: distressed denim, sleek silhouettes, and textures so bold they practically growl. But beneath the surface lies Dagye’s guiding ethos. “The brand is about doing the work today so you’re not afraid of tomorrow,” he explains. It’s a manifesto against insecurity – a condition Dagye believes the fashion industry has monetized to its advantage. “You’re going to buy that t-shirt or jacket because you don’t feel worthy,” he points out. ADWOA flips the script, inviting wearers to embrace clothes as a reflection of self-assurance, not a Band-Aid for self-doubt.
Building an Ethos
One of Dagye’s hard-earned lessons in fashion? Don’t let ambition bankrupt you. “When you start, it’s so easy to say, ‘I want to do this and that,’” he says. But dreams have price tags, especially in cut-and-sew production. His advice for young designers: skip the ego-driven desire to make everything from scratch. “Use high-quality blanks for your t-shirts and save your resources for standout pieces like jackets or trousers,” he advises. It’s practical wisdom born from years of trial, error, and more than a few financial bruises.
For Dagye, it isn’t just about clothes – it’s about creating a movement. Case in point: his now-iconic “50 push-ups for a vest” challenge, which has people sweating their way into ADWOA’s orbit. It’s not just a clever marketing ploy; it’s a metaphor for the brand’s core message: effort pays off. “The thing I’m making you do is not for me; it’s for you,” Dagye explains. Fitness becomes a stand-in for resilience, tying physical transformation to emotional growth. His goal? To make ADWOA a community where empowerment trumps exclusivity.
In a fashion world increasingly saturated with influencers and viral campaigns, Dagye isn’t here for gimmicks. “I can’t do those ‘Get Ready With Me’ videos,” he admits. Instead, he opts for raw, unfiltered content: long-form videos where he riffs on philosophy, fashion, and everything in between. “When you live it, it’s easy to talk about it,” he says. His authenticity has struck a chord, turning casual followers into dedicated fans.
Despite being a relatively young brand, ADWOA has already landed major partnerships, including a celebrated capsule with Trapstar. The collaboration blends ADWOA’s raw edge with Trapstar’s streetwear legacy, attracting attention from UK rappers, footballers, and fashion insiders alike. It’s the kind of move that signals ADWOA isn’t just here to stay—it’s here to dominate.
Looking Ahead: No Angst, Just Ambition
Dagye’s journey is a testament to the power of self-belief and grit. From his early days customizing denim to leading one of the UK’s most talked-about brands, his story is as much about personal growth as it is about fashion. “If you kill the fear in your heart, the world opens up to you,” he says. And with ADWOA, Dagye isn’t just opening doors—he’s kicking them down.
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