Our Story

DSGNR Apparel was born in San Francisco, California in early 2025. The concept was simple, a brand that was modern in design and identity, but bring back the values of old schooled business, prioritizing value and customer satisfaction rather than just profit numbers on a spread sheet.

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Our Mission

DSGNR Apparel was created in the wake of a long dying segment of premium clothing, a segment that once offered better materials for a fair price. Our goal is to revive that segment with our commitment to creating a portfolio of clothing that is curated out of specialized high quality materials and construction methods, all desgined for purpose. We make clothes for those who are here to dream and do!

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Our Name & Logo

The name DSGNR is derived from the word "designer" which often is attributed to luxury, quality and price. However playing against what you would think, our products dont carry the "designer" price tag, only the quality you expect. A word play that contradicts what the market understands of the word "designer" and what it could be.

Our logo is formed from three pillars arranged in the shape of a shield, representing our three core values and how together they create strength.

The Three Pillars represent the core values of Success, Sustainability & Transparency.

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Success

For us success is not just the dollar bills that come from sales, but instead also our impact on the community and our world. Our impact being what we do for the planet, our community and the individual people who wear or clothes. If our impact is positive, then that is success in our eyes.

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Sustainability

Part of our goal at DSGNR Apparel is to create sustainable clothing both in our manufactuering and in our material and cothing choices, minimizing synthetics and maximizing natural materials and quality construction methods that allow our pieces to outlast others.

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Transparency

We are transparent with our practices to build customer and community trust by only offering what is real, no mock ups, no AI or CGI conceptual pieces, only what we have already produced. We also follow the strict 50% rule, meaning our markup is only 50% of the products sale price. This margin is the minimum required amout for a brand to be stable while ensuring buyers recive a product that is well priced and fair.

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Founders Statement

"Growing up I was fortunate enough to be able to explore the world of fashion here in California USA. In my teens I visited other worlds from the likes of London to Milan, and experienced the diversity of both the local culture and the local brands they had to offer. As my experience in this space diversified I noticed something between the many local brands around Europe and the ones we see here in the US. There were no premium offerings for brands in the US that offered high quality thoughtful garments for a fair price. The game in the US was always about margins and profits. Even if you splurged on the “luxury” brands you often received pieces that were not worth what they were asking. I set out to change that, and in the process created DSGNR Apparel, a brand that focuses on quality, and value rather than just name and popularity.” - J. Ocean Yu