{"id":809,"date":"2021-08-27T16:12:09","date_gmt":"2021-08-27T20:12:09","guid":{"rendered":"https:\/\/alumni.cornell.edu\/cornellians\/?p=809"},"modified":"2025-08-07T09:46:20","modified_gmt":"2025-08-07T13:46:20","slug":"dai-comfy-corporate-attire","status":"publish","type":"post","link":"https:\/\/alumni.cornell.edu\/cornellians\/dai-comfy-corporate-attire\/","title":{"rendered":"Alumna&#8217;s Firm Makes Comfy Corporate Attire for Women"},"content":{"rendered":"\n<p class=\"has-text-align-left rkv-gutter-bottom-triple has-large-font-size\">Used to working at home in sweatpants? Engineering alum Joanna Dai \u201908 has good news for your return to the office<\/p>\n\n\n\n<p>By <strong>Beth Saulnier<\/strong><\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide has-media-on-the-right is-stacked-on-mobile\"><div class=\"wp-block-media-text__content\">\n<p class=\"has-drop-cap\">The models on the <a href=\"https:\/\/daiwear.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Dai<\/a> website are dressed in stylish, office-appropriate attire, but they\u2019re not behind a desk or in a meeting. Instead they\u2019re riding bikes, walking on the beach\u2014even doing yoga poses. Founded by Joanna Dai \u201908, the four-year-old, London-based women\u2019s apparel company sells upscale clothing designed to look professional while being as comfortable as leisurewear.<\/p>\n\n\n\n<p>\u201cA normal trouser, or even jeans, can get quite restrictive, depending on the fit and rise,\u201d observes Dai, the eponymous firm\u2019s CEO. \u201cOur pants fully stretch. We want it to feel like you\u2019re in yoga clothes\u2014that you have the range of motion that you\u2019d have in athletic wear, but with the aesthetic of tailoring.\u201d<\/p>\n<\/div><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"819\" height=\"1024\" src=\"https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/09\/Dai_1319_MarijaVainilaviciute-A-819x1024.jpg\" alt=\"A photo of Joanna Dai\" class=\"wp-image-1640 size-full\" srcset=\"https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/09\/Dai_1319_MarijaVainilaviciute-A-819x1024.jpg 819w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/09\/Dai_1319_MarijaVainilaviciute-A-240x300.jpg 240w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/09\/Dai_1319_MarijaVainilaviciute-A-768x960.jpg 768w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/09\/Dai_1319_MarijaVainilaviciute-A-1229x1536.jpg 1229w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/09\/Dai_1319_MarijaVainilaviciute-A-632x790.jpg 632w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/09\/Dai_1319_MarijaVainilaviciute-A-316x395.jpg 316w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/09\/Dai_1319_MarijaVainilaviciute-A-280x350.jpg 280w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/09\/Dai_1319_MarijaVainilaviciute-A-140x175.jpg 140w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/09\/Dai_1319_MarijaVainilaviciute-A-70x87.jpg 70w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/09\/Dai_1319_MarijaVainilaviciute-A-400x500.jpg 400w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/09\/Dai_1319_MarijaVainilaviciute-A-200x250.jpg 200w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/09\/Dai_1319_MarijaVainilaviciute-A-100x125.jpg 100w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/09\/Dai_1319_MarijaVainilaviciute-A.jpg 1260w\" sizes=\"auto, (max-width: 819px) 100vw, 819px\" \/><figcaption>A constricting outfit on a business trip inspired Joanna Dai to create her own clothing line. <em>(Photo provided)<\/em><\/figcaption><\/figure><\/div>\n\n\n\n<p>An electrical and computer engineering major on the Hill, Dai was inspired to launch the company after nearly a decade of having to dress for success in the banking industry: working for JP Morgan in New York and London, she wore business garb that was not only constricting, but wrinkled easily and had to be dry cleaned.<\/p>\n\n\n\n<p> \u201cI remember sitting on a flight after a 16-hour day; my waistband was digging in, my blazer was uncomfortable,\u201d she recalls. \u201cAnd I was like, \u2018I wish I were in my yoga leggings. Can\u2019t this feel like yoga clothes and still look like a power suit?\u2019\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image alignwide size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/08\/201005_Dai_2666-A-1024x576.jpg\" alt=\"A woman wearing a navy blue top and capri pants stretches while holding onto the seat of a white bicycle.\" class=\"wp-image-1096\" srcset=\"https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/08\/201005_Dai_2666-A-1024x576.jpg 1024w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/08\/201005_Dai_2666-A-300x169.jpg 300w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/08\/201005_Dai_2666-A-768x432.jpg 768w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/08\/201005_Dai_2666-A-1536x864.jpg 1536w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/08\/201005_Dai_2666-A-640x360.jpg 640w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/08\/201005_Dai_2666-A-145x82.jpg 145w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/08\/201005_Dai_2666-A.jpg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Dai&#8217;s clothing (shown here on a model) is designed to go from office to leisure. <em>(Photo provided)<\/em><\/figcaption><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>After taking classes in pattern cutting at the London College of Fashion, Dai designed the company\u2019s initial line of eight items; a story in the <em>Times of London<\/em> sparked a frenzy for her \u201cPower Move\u201d pants, which Dai says sold out ten times over. (Priced at $268 and available in four colors, they\u2019re still a bestseller.) <\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>It\u2019s not just back to work, it\u2019s back to life.<\/p>\n<\/blockquote>\n\n\n\n<p>The company\u2019s wares have since grown to include more than a dozen styles of trousers plus blazers, dresses, blouses, shorts, knitwear, and more. Sustainability has always been key: the company has <a href=\"https:\/\/bcorporation.net\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u201cB Corp\u201d certification<\/a> (given to firms that demonstrate a high level of social responsibility), and the listing for each item includes information on the product\u2019s origin and environmental impact.<\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile is-style-offset\" style=\"grid-template-columns:29% auto\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"819\" height=\"1024\" src=\"https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/09\/Dai_SS_21_EC65132-A-819x1024.jpg\" alt=\"A model squats while wearing a teal green short-sleeved shirt and capri pants.\" class=\"wp-image-1362 size-full\" srcset=\"https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/09\/Dai_SS_21_EC65132-A-819x1024.jpg 819w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/09\/Dai_SS_21_EC65132-A-240x300.jpg 240w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/09\/Dai_SS_21_EC65132-A-768x960.jpg 768w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/09\/Dai_SS_21_EC65132-A-1229x1536.jpg 1229w, https:\/\/alumni.cornell.edu\/cornellians\/wp-content\/uploads\/sites\/2\/2021\/09\/Dai_SS_21_EC65132-A.jpg 1260w\" sizes=\"auto, (max-width: 819px) 100vw, 819px\" \/><figcaption>A model in a Dai ensemble. <em>(Photo provided)<\/em><\/figcaption><\/figure><div class=\"wp-block-media-text__content\">\n<p>Today, in addition to shipping worldwide via its website, the company boasts two brick-and-mortar boutiques in London. While plans for a Manhattan store were put on hold during the pandemic, Dai aims to open one there eventually. (The firm hosted a pop-up shop in the borough in April 2019.)<\/p>\n\n\n\n<p>Dai says that while the pandemic has impacted sales due to the fact that many professionals have been telecommuting, the company still did well\u2014particularly with blazers and tops, wardrobe elements commonly visible on Zoom. <\/p>\n<\/div><\/div>\n\n\n\n<p>And as people who\u2019ve been working at home in their <em>actual<\/em> yoga pants begin to return to investment banks, law firms, and other settings that require a polished look, Dai says her company is well positioned to meet the demand. <\/p>\n\n\n\n<p>\u201cIt\u2019s not just back to work, it\u2019s back to life\u2014and for our customer demographic, comfort is going to be more important than ever,\u201d she says. \u201cThey need to look smart and professional, but they also want to keep the comfort. I think it\u2019s going to be a huge moment for us.\u201d<\/p>\n\n\n\n<p class=\"has-normal-font-size\">Published October 5, 2021<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\" \/>\n","protected":false},"excerpt":{"rendered":"<p>Joanna Dai \u201908 founded a London-based company that sells upscale clothing designed to look professional while being as comfortable as leisurewear.<\/p>\n","protected":false},"author":68,"featured_media":1360,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"alumni_hub_syml_posts":[],"footnotes":""},"categories":[229],"tags":[],"cornell_year_post":[],"post_folder":[],"class_list":["post-809","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-alumni"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Alumna&#039;s Firm Makes Comfy Corporate Attire for Women - 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