As creative director, Doina Alexei has spent years building and developing innovative techniques for merging fashion with product design. She is involved in the design process from the conceptual stage to the finished product and equally engaged in every step of the process.
The idea behind the brand came as a result of the desire for clothing that is fashionable yet performs as a functional product. The lack of clothing that meets the criteria necessary for the working, modern woman is one of the greatest points of inspiration for her, triggering the idea that clothing should work just as hard as the wearer does throughout the day.
Doina Alexei's effort to motivate and inspire through educational products like The Learn To Sew Box and a sewing tutorial blog have given the brand a socially conscious purpose. Passing along the knowledge that was given to her by her mother and grandmother, which she later perfected by completing a BFA in Fashion Design, she has been striving to consistently make a difference through education by keeping the craft of dressmaking alive. Although influenced by clean lines and architectural forms, her greatest inspiration is life itself. Most importantly, exploring the different ways clothing can support our daily activities and truly merge with our lifestyles.