Dasha Phi

Brand Founder: Daria Filatova

Brand DNA

Femininity, unique simplicity, and relaxed elegance. Premium cashmere and cotton.

Concept

For over 15 years, Dasha Phi has been crafting first-class garments from cashmere and cotton supplied by a global provider that collaborates with luxury brands such as Chanel, Hermes, Bottega Veneta, and Ralph Lauren. The pleasure of purchasing their splendid items begins with the packaging and the pleasant crunch of tissue paper with a drop of the brand's signature sandalwood-based scent. Each order is accompanied by a bookmark with a quote from the brand's philosophy or smartphone stickers with a quote from the Telegram channel "Being Home to Oneself." The Dasha Phi trident symbolizes both the horns of the cashmere goat, which provides its valuable down, and the bindi on the forehead of an Indian woman, symbolizing the harmony of external and internal beauty. The industrial knitting production is located in Yekaterinburg, where they meticulously verify the fit and assemble products using secret techniques that ensure excellent durability.

Brand History

The brand emerged in 2009 in Yekaterinburg as a fusion of Daria's internal rationalizer and aesthete. At that time, it was not common to treat the wardrobe as a capacious and functional set of items that gracefully frame the owner's appearance. There were more "outfits" than practical clothes in stores. Dasha wanted to offer ready-made solutions: a set of neutral but elegant items made from noble materials, perfectly matched with each other.

Dasha Phi has adhered to this course ever since. Starting with an initial capital of 50,000 rubles and a small collection, the brand is now well-known far beyond the Urals and is loved by connoisseurs of luxurious cashmere.

Blitz

Best time of day for creativity?

Early morning, when it's quiet and the whole day lies ahead

Ideal place for creativity?

For me, it's my living room with a view of a small garden

Music track that often plays when you want to create?

I prefer working in silence

Which item from your brand would you wear non-stop?

A cashmere sweater—soft and enveloping

Which item would you pass down to your grandchildren with the words, "Let this remind you of me"?

The same cashmere sweater, moreover, it's a unisex model

Least/most favorite part of the fashion process?

My favorite part is writing texts and formulating brand strategy. My least favorite is dealing with production delays

Which fragrance is most in tune with your brand?

Sandalwood scent, I believe, reflects that warm and luxurious feeling when you wear a garment made from noble material that fits you perfectly. We use a drop of our signature scent with a primary note of sandalwood for packaging our products in the online store

In which ideal location in the Urals would you conduct a photo shoot?

The autumn landscape of Pine Creek golf fields

What's the hardest part of creating a new collection?

Technical implementation and choosing production facilities

What advice would you give yourself at the beginning of your journey?

Systematize everything right away and record it in tables and lists

One word to describe your brand?

Nobility

If you had the opportunity to collaborate with any celebrity or character, who would it be?

With Nadya Sheveleva from "The Irony of Fate." It would be the perfect way to make the brand timeless and beloved

What will change fashion in the near future?

The number and quality of sewing and knitting productions that are emerging in response to the growth of the industry. I am convinced that quality production is indeed primary in fashion. Design and storytelling are secondary