Modern Fashion: Steven Dann of Steven Dann & Monfrère On The 5 Things You Need To Lead a Successful Fashion Brand Today
An Interview With Dina Aletras
Adaptability: The ability to pivot is crucial. During the pandemic, we shifted to more online sales and personalized virtual styling sessions, which helped maintain our client base.
Many in the fashion industry have been making huge pivots in their business models. Many have turned away from the fast fashion trend. Many have been focusing on fashion that also makes a social impact. Many have turned to sustainable and ethical sourcing. Many have turned to hi-tech manufacturing. Many have turned to subscription models. What are the other trends that we will see in the fashion industry? What does it take to lead a successful fashion brand today? In our series called, “5 Things You Need To Lead a Successful Fashion Brand Today” we are talking to successful leaders of fashion brands who can talk about the Future of Fashion and the 5 things it takes to lead a successful fashion brand in our “new normal.”
As a part of this series, I had the distinct pleasure of interviewing Steven Dann.
Steven Dann, a fashion industry veteran since the age of 14, is the founder and creative director of his namesake brand; Steven Dann, best known for an impeccable curation of the most saught after contemporary designers and, and co-founder of the luxury menswear brand Monfrère. Known for his impeccable curatorial expertise, Steven focuses on exclusive, editorially-driven pieces that enhance client confidence and style. His commitment to quality and personal involvement in product presentation and styling has cemented his reputation as a trusted name in bespoke fashion.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your childhood “backstory”?
My fascination with fashion began at a very young age. I remember being eight years old and stopping my father at the door on his way to work to make him change his tie because I didn’t think it matched his suit. That early instinct for style and detail never left me. By the time I was 14, I was already working in the industry, eager to learn and immerse myself in the world of fashion
Can you tell us the story about what led you to this particular career
From a young age, I had a natural eye for what looked good. I started working in fashion at 14 and quickly realized that this was an industry I felt I belonged to, it felt organic. After working for some of the biggest names in the industry, truly learning the ins and outs I felt it was time to do it on my own, which led me to establish my namesake Flagship boutique, Steven Dann, and later co-found Monfrère, focusing on denim and menswear.
Can you share the most interesting story that happened to you since you began your career?
I’ve been extremely privileged to be in this business for as long as I have. I’m sure you can imagine there have been many milestones, countless memories, and experiences I hold very close to my heart. Personally, I think the most interesting would be how I met my now-wife on a work trip in Las Vegas. Had I not been in this business, we most likely would not have crossed paths.
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
You have to be passionate about anything you are going to be successful at. It needs to give you that feeling that is unparalleled by anything else.
Be open to listen to everyone around you, even if you don’t agree. There are times when you look at something, and your own bias to your ego blocks you from seeing something someone else might see differently.
Third, and most importantly, is the ego … Park it at the door and do not let it into the space. There is no “I” in team, and your team and the people you surround yourself with are the army it takes to penetrate this business.
What do you think makes your company stand out? Can you share a story?
At MONFRÈRE, our focus on exclusive, editorially driven pieces sets us apart. We don’t follow trends blindly; instead, we curate timeless items that our clients can wear for years. A great example is our black-and-white T-shirt program at Monfrère. Despite initial skepticism from department stores, our unique fit and quality made it a bestseller, proving that well-crafted basics can stand out in a crowded market.
At STEVEN DANN first and foremost, it’s the curation, which is then accompanied by giving her that old school real one-on-one experience.
Do you have a favorite “Life Lesson Quote”? Can you share a story of how that was relevant to you in your life?
“Believe in yourself and what you’re doing, and it will translate.” This quote resonates with me deeply. When I started Monfrère, there were doubts about whether the market needed another denim brand. But we proved the naysayers wrong by sticking to our vision of clean, luxury denim with a perfect fit. Our commitment and belief in our product have been key to our success.
Ok, thank you for that. Let’s now jump to the primary focus of our interview. Do you see any fascinating developments emerging over the next few years in the fashion industry that you are excited about? Can you tell us about that?
The one thing I’m most excited about is AI. I know AI is going to be the game changer on so many levels, weather design, buying, even down to campaigns and runway shows. In many ways, it’s the next generation of the internet. Think about how different our lives were pre 1993 when It was first made available to the public. The opportunities are endless.
Can you share how your brand is helping to bring goodness to the world?
On both sides of the business, both companies have set a foundation of always working charity into the brands. At STEVEN DANN working with global charities down to local charities has been at the core since day one.
Can you share with our readers about the ethical standards you use when you choose where to source materials?
We are very selective about where we source our materials, prioritizing suppliers who adhere to high ethical and environmental standards. We work closely with manufacturers to ensure fair labor practices and sustainable production methods. This commitment to ethics ensures that our products are high-quality and responsibly made.
Fast fashion has an advantage, that it is affordable for most people, but it also has the drawback that it does not last very long and is therefore not very sustainable. What are your thoughts about this? How does your company address this question?
While fast fashion makes style accessible, it often sacrifices quality and sustainability. At Steven Dann, we focus on offering investment pieces that last, offering better value in the long run.
Thank you for all that. Here is the main question of our interview. What are your “5 Things You Need To Lead a Successful Fashion Brand”. Please share a story or example for each.
1. Focus: Know what you want, and don’t let anyone stop you.
2. Attention to Detail: Every aspect, from fit to presentation, matters.
3. Adaptability: The ability to pivot is crucial. During the pandemic, we shifted to more online sales and personalized virtual styling sessions, which helped maintain our client base.
4. Quality: Prioritize high-quality materials and craftsmanship. This focus has helped us stand out in a market saturated with fast fashion, offering clients pieces that last.
5. The Right Team: Learn to delegate and trust your team.
Every industry constantly evolves and seeks improvement. How do you think the fashion industry can improve itself? Can you give an example?
It’s the one thing I’ve been saying for the past 25 years… CHANGE the calendar. Shipping windows do not coincide with the proper seasons, which of course, affects the timing of markdowns. Everything is just too fast for the majority of consumers.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)
It’s tough one because there are 2 things I’m very passionate about; Our Vets and the homeless … It’s one of those things that I just can’t understand…
How can our readers further follow your work online?
By visiting our website https://stevendann.com/ or my Instagram page @Steven_dann or www.monfrere.com
Thank you for these fantastic insights. We greatly appreciate the time you spent on this.
About the Interviewer: Dina Aletras boasts over 20 years of expertise in the corporate media industry. She possesses an in-depth understanding of growth, strategy, and leadership, having held significant roles at some of the UK’s largest media organizations. At Reach PLC, the UK’s largest tabloid publisher, she served in various director capacities. Additionally, she held leadership roles at The Independent Magazine Group and DMGT. Her extensive knowledge spans editorial, digital, revenue, sales, and advertising.
Upon relocating to Switzerland, Dina took on the responsibility of managing and promoting the international section of Corriere del Ticino — CdT.ch pioneering the English page “onthespot.” She also was the Co-Editor of Southern Switzerland’s first official Italian and English bilingual magazine.
