D.A.Y is the passion project of 3 sisters Disha, Apee and Yukti - the foundation of our store name!

D.A.Y was founded in July 2018, built from a love for independent retail, styling and under the radar brands.

We grew up in a shop environment with our parents who ran a store for 40+ years, so we are continuing their legacy in a slightly different direction of fashion. Each of us come from a fashion & marketing background, so we wanted a space to curate the brands we love, as well as support the local community and independent designers in Peckham and South East London, where we live and work.

We feel our happiest at D.A.Y and are lucky to do it together!