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How Dôen Quietly Built a $100M Business
Building a Fashion Brand That Lasts — And What Founders Can Learn From the Anti-Hype Playbook
Maggie Sellers & Katie Sellers
27 Jun
Let’s be honest: in a sea of DTC brands that raised too much, burned too fast, and are now clinging to scraps on LinkedIn, Dôen is playing a different game.
No blitzscaling. No desperate viral stunts. No investor decks full of vibe and fluff.
Just a smart, disciplined, deeply intentional strategy that took them from indie darling to $100M revenue with under $1M raised, before finally locking in their Series A with Silas Capital in 2025.
This isn’t just rare. It’s almost extinct. And it’s exactly why it matters.
1. Start Niche, Build Deep
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