OUR STORY

Our ethos? Rejecting the fast-paced trend cycle and embracing timeless, seasonless fashion. We’re tired of temporary trends and unsustainable practices. So, we’ve created a line of forever pieces—sustainable, impeccably designed, and enduring.

Our designs draw inspiration from vintage influences, reinvented to suit the needs of the modern wardrobe. 

The vision of SOFAIR is circular.

OUR FOUNDER & CREATIVE DIRECTOR

DAYNA SOFAIR

As an avid lover of the planet and all things vintage, Dayna is committed to delivering a brand inspired by both.

Born and raised in London, Dayna's upbringing was a dynamic tapestry that spanned various cultural landscapes, including Miami, Israel, and Los Angeles. These experiences instilled in her a global perspective on fashion.

Drawing from her multicultural background and her deep connection to the vibrant cities she has called home, Dayna's designs embody an intersection of diverse influences, resulting in a truly distinctive aesthetic.

SUSTAINABILITY

We are committed to the belief that clothing should never come at the expense of the environment or the well-being of those involved in creating our garments. As a brand founded by women and dedicated to sustainability, our goal is to make a positive impact in the fashion industry.

Our collection includes carefully curated outfit options, both in sets and individual pieces, encouraging you to wear your SOFAIR garments throughout the seasons and in various ways. 

We value the skilled artisans behind our garments, insisting on fair working conditions. We ensure our manufacturing partners adhere to strict health, safety, environmental, and ethical labor standards.

In our commitment to sustainability, we select only high-quality fabrics that are responsibly grown, sourced, and manufactured. By doing so, we not only prioritise the durability and longevity of our products but also contribute to the preservation of the environment.