Craftsmanship and Ethical Fashion With Dāl The Label Founder, Dana Mortada

What inspired the creation of Dāl The Label, and how did the brand’s vision come to life?

The creation of Dāl The Label was inspired by a deep desire to merge fashion with sustainability. The idea stemmed from recognizing the fashion industry’s significant environmental impact and wanting to create a brand that not only offered stylish and contemporary clothing but also prioritized ethical practices. The vision came to life through extensive research, collaborations with like-minded individuals, and a commitment to crafting garments that reflect both quality and consciousness.

As a mother of two, the need for practical yet stylish clothing became even more apparent. Quality garments for the independent, conscious woman that help her feel confident and comfortable all day are very rare. This personal experience underscored the importance of creating a brand that addressed these needs. Dāl The Label was born out of this necessity—to provide versatile, high-quality clothing that supports women in their busy lives, allowing them to move seamlessly from one role to another without compromising on style or comfort. Our commitment to sustainability ensures that every piece is made with the environment in mind, offering women a guilt-free choice in their fashion decisions.

Given your background in fashion, how did this influence your decision to start your own brand? 

Given my background in styling and publishing in the editorial world, I gained a deep understanding of branding and marketing, which was instrumental in creating my own brand. My experience in fashion allowed me to see the industry from multiple angles, identifying both the creative and business aspects necessary for a successful brand.

Entering motherhood highlighted the scarcity of quality garments for independent, conscious women that offer both confidence and comfort throughout the day. This personal journey emphasized the need for versatile, stylish, and sustainable clothing. Dāl The Label was born from this realization, aiming to provide women with high-quality pieces that support their busy lives without compromising on style or ethical values.

At what point did the sustainability aspect become a focus for you? Is this something you have always felt passionate about?

Sustainability became a focal point for me during my early years in the fashion industry, where I witnessed firsthand the environmental and social impacts of conventional practices. This awareness gradually transformed into a passion for creating a brand that could make a positive difference. While I have always had an affinity for nature and ethical practices, working in the fashion industry solidified my commitment to sustainability.

What are Dāl The Label’s values, and how do you present these to your audience so they feel connected to the brand?

Dāl The Label’s core values include sustainability, ethical production, quality craftsmanship, and transparency. We present these values to our audience through our marketing materials, social media platforms, and our website. We share stories about our production process, highlight the natural materials we use, and feature the artisans behind our products. By doing so, we foster a sense of connection and trust with our audience, allowing them to feel personally invested in our brand’s mission.

Could you share more details about your design and production process, and highlight what aspects are most important to you?

Our design process begins with a focus on timeless, versatile pieces that can be worn across seasons. We prioritize natural materials such as organic cotton, linen, and sustainably sourced wool. Our production process is anchored in ethical practices, with a commitment to fair wages and safe working conditions. We collaborate with local artisans and manufacturers to ensure that every piece is crafted with care and precision. The most important aspects to us are sustainability, quality, and ethical production.

What challenges have you faced in building Dāl? And how have you overcome or navigated through these? 

Launching a self-funded brand like Dāl has been incredibly challenging. Ensuring consistency and maintaining high standards is tough, especially when producing everything locally, which can be costly. One of the biggest hurdles was finding a dedicated team that truly understands and embraces our designs and mission. It took over three years to assemble a team that aligns with our vision, but this persistence has been crucial to our success. Through unwavering commitment and careful selection, we have built a foundation that upholds the values and quality we strive for at Dāl The Label.

Following on from this – what is a key lesson you’ve learned from your experience in building Dāl The Label?

A key lesson learned is the importance of staying true to your values and mission. In the face of challenges and setbacks, it’s crucial to remain committed to the principles that define your brand. Authenticity resonates with customers, and building a brand with integrity fosters long-term loyalty and trust.

As we approach our two-year anniversary, we are still learning and growing. We are proud of what we have achieved but are driven to accomplish even more. Our dedication to the earth guides every decision we make, ensuring that everything we create is intentional, not just about selling clothes. This commitment to sustainability and purposeful design continues to shape our journey.

Can you share a memorable moment or milestone from your journey with Dāl – is there a particular aspect of the brand you are particularly proud of?

One memorable milestone was the launch of our first collection, which was met with overwhelming support and positive feedback. Seeing customers embrace our vision and values was incredibly rewarding. Additionally, being recognized by the press and getting stocked in a few boutiques around the country was a significant achievement for us as a small brand. Building our little organic community has been immensely satisfying, and we are excited to expand and reach different regions around the world

What is your favorite piece from your collection and why? 

It would have to be our signature linen blazer, the first piece we introduced and now part of our core collection. This blazer is unique because it combines a structured, oversized fit with natural linen, lined with tencel, and complemented by coconut buttons. Finding the right blazer made of pure, untreated linen that still maintains structure is incredibly rare, making this piece a standout in our collection. It has become our bestseller, achieving our goal of creating a versatile piece that can be worn all year round and still feel timeless.

What does the future hold for Dāl The Label? Do you have any long term goals?

The future for Dāl The Label includes expanding our product range while continuing to prioritize sustainability and ethical practices. Long-term goals include increasing our use of innovative, eco-friendly materials, and expanding our reach globally. We aim to be a leader in the sustainable fashion movement, inspiring more brands and consumers to adopt mindful and responsible practices. We also remain committed to our mission of always keeping the modern woman in mind, ensuring she feels elegant and comfortable at all times.

How would you encourage people to shop more mindfully and sustainably? 

We encourage people to shop more mindfully and sustainably by always communicating with our audience to shop responsibly. One key tip is to embrace outfit repeating; you don’t need five different white t-shirts. Instead, invest in a capsule wardrobe and in quality pieces that are seasonless and long-lasting. By choosing versatile, well-made items, you can create a stylish, functional wardrobe that reduces waste and promotes sustainability.