Sustainable womenswear brand DAI has announced the opening of its first London store on Monmouth Street in Seven Dials, Covent Garden and the launch of Dai'Cycle. The store is designed for customers to experience and interact with DAI’s product range which uniquely fuses women’s workwear with innovative sportswear fabrics. The in-store experience enables customers to learn about DAI’s use of sustainable fabrics to personal styling sessions using DAI DNA Body Mapping Experience, a proprietary and tailored approach to helping women find their best silhouette and fit for every body shape. A dedicated Trouser Bar gives customers a simplified service to find the ultimate feels-like yoga trousers, DAI’s hero category since the launch of its Power Move Trousers.

The new store features upcycled materials from previous pop-ups as a way to reuse, regenerate, and minimise waste and carbon impact. Inside the store, DAI is launching Dai’Cycle, a programme where customers can drop off their preloved DAI clothing in exchange for a gift card to use on their next in-store purchase. Dai will renew and repair the recycled pieces and offer in-store as preloved items to new customers, or donate it to its charity partner Smart Works.