Mixing Function With Beauty
Clean, minimalist silhouettes meet surprising design elements that transform every clothing item into a multi-functional product. The brand’s mission is to create clothing “products” not just clothing “items”. It is fashion for the woman that aside from working all day, also takes care of the family and maintains a busy social life- She manages to do it all without compromising her comfort and beauty. At Doina Alexei, we believe that good design goes beyond aesthetics. Clothing that is designed well should last you a lifetime and in addition to being flattering, should also be consistently durable, comfortable, functional and versatile. A concept that is central to the Doina Alexei brand is that flawless design is defined by a well balanced mix of function and beauty. The Brand has taken this concept even further with convertible products like the 11:11 Jacket that transforms from jacket to bag evolving with changing circumstances throughout the day.
A Mission to Educate
Additional to our love for strong product design is our mission to keep the craft of dressmaking alive. Sewing is one of the most ancient crafts having been passed down through generations. Even in the technological age we live in, understanding the basics of traditional dressmaking is still essential to creating quality wear. To truly learn good design, it is necessary to understand the elements and process behind sewing a clothing item by hand, from start to finish. For that reason, we’ve created the Learn To Sew Box- A kit that includes all the components necessary to sew a simple A-line dress. The Learn To Sew Box is an educational tool that fits every age and sewing level while remaining budget friendly. The Box, along with our weekly sewing tutorial blog provides the initial steps for learning the craft of sewing, potentially opening the door to a priceless lifelong skill.