Dao: The 100% Made in France jeans workshop brand
Davy Dao embodies both a passion for craftsmanship and a forward-looking vision of the industry. His exceptional career, marked by determination, is a testament to his ability to transform a childhood dream into a thriving business. Here's Davy Dao's captivating story, from the design of his eponymous brand to the opening of his own clothing manufacturer.
The desire to manufacture differently
Davy Dao, a creative spirit from a large family, developed his talent for sewing at the age of 11, while repairing his older brothers' worn jeans with the family sewing machine. It was at the age of 18, with his very first salary, that he materialized his dream by registering the name of his brand, Dao.
At 24, the desire to discover his family's origins led him to undertake a trip to Vietnam: "I needed to find myself, I didn't understand how my parents had met and why they had left Vietnam", recalls Davy Dao. Keeping in mind his ambition to create his own clothing line, he set off to meet local clothing manufacturers. Very quickly, he was confronted with the difficult working conditions, particularly those of the children. He returned to France a year later and decided to do things differently. Self-taught, he began humbly in his small student studio with a few second-hand machines, before making a name for himself in his boutique at 5 rue Saint-Nicolas in Nancy, where he set up his workshop upstairs.
Through his brand, Davy aims to offer a sustainable and ethical ready-to-wear wardrobe built around timeless pieces for men and women, with an emphasis on eco-friendly textiles such as organic cotton and linen. All its products are 100% Made in France and Oeko-Tex certified.
Building on its success, in 2020 Davy will open a new 500m2 workshop near the center of Nancy, where it employs around 15 people, including 4 seamstresses. "We have around fifty machines and we make 250 to 400 pairs of pants a month", Davy Dao points out. Production that he has every intention of increasing, as he believes there's real potential for high-quality, affordable Made in France jeans. "There are many opportunities on the market and I think France has the resources to be competitive on the price of garment making jeans."
Humans at the heart of the workshop
Davy has adopted a resolutely human approach to running his workshop. He has set up a system where each employee masters several machines per pole, thus promoting a global vision of production and reducing the monotony of work. He also encourages rotation between shifts, enabling employees "to understand all stages of the manufacturing process and also to find more meaning in what they do", he explains.
Davy believes that productivity doesn't just depend on the number of hours spent at work. To improve his employees' quality of life, he plans to introduce a 4-day working week with flexible hours. According to him, this aims to balance workload, reduce stress and increase satisfaction. "If you want to retain your staff, it's essential to pay attention to them, he says.
Always with the idea of putting people at the center of his business, Davy emphasizes transparency in his customer relations. He stresses "the importance of showing them the manufacturing process, as we often forget that customers are also part of the team". That's why he has opened his workshop to public tours just a few steps from his boutique, "which allows transparency in both directions, i.e., for our seamstresses to see the customers they work for, and conversely, for our customers to see how the products they buy are made."
Future challenges
Davy mentions the challenges facing the fashion industry, including the perception of technical professions on the shop floor. "For years factory professions have been very poorly valued,mentalities are starting to change, but this won't change overnight. It's vital to promote savoir-faire for the new generation, who are looking for meaning." On the recruitment side, he reminds us of the importance of "establishing workshops around major cities to offer hiring opportunities and reach out more widely to apprentices, whose training schools are often in city centers".
For the future, Davy aspires to redefine his brand by developing more creative, high-end collections. "Today I want to position myself in a more creative niche to complement my more accessible collection,"explains Davy Dao.
Among his projects, Davy Dao is moving his boutique to Place Stanislas in Nancy, a UNESCO World Heritage site. The opening is scheduled for early 2024. In addition, he plans to reveal a project linked to a new material he has been working on for five years, marking his ongoing commitment to innovation and the environment.
Davy Dao embodies responsible fashion, where craftsmanship, human commitment and transparency are not just values, but pillars that ensure the growth of his 100% Made in France brand.
For more information: https://daodavy.com/
