DAY x fee G is a collaboration of fee G, colourful and feminine with attention to detail, with DAY, a new offering of Athleisure wear, resulting in something special and fun for the everyday.

At DAY x fee G we are aware that times are changing and as the world wakes up to the importance of preserving our planet and taking care of everything that lives on it, we understand as a business we have a duty of care. We believe that the clothes you wear can make the difference between a good and a bad day but that can’t be at the detriment of our beautiful earth.

We believe fashion should feel good and that looking good shouldn’t be complicated. Luxury can be affordable and little details make all the difference.

The experience of DAY x fee G goes beyond the garment and we want to bring you on that journey with us.

We L O V E colour at DAY x fee G and aren’t afraid to use it. We adore a little bit of extra, who doesn’t?! So have used beading for a touch of bling and played with some embroidery. The emerging result is something that’s new and virtuous, is fun in colour with energy.

For our first voyage we have produced a range of sweaters and hoodies for the womenswear market, super comfortable with a great street style look. Wear everyday with jeans and trainers for an uncomplicated look or combine with a dress for a more fashion feel. We believe DAY x fee G ensures true moments of well being.

As DAY x fee G grows, we want to ensure we thread softly and contribute positively to the world in which we live. We are constantly learning and planning for new and better ways to do this. We are improving every day, making our business practice more sustainable and are weaving a collective future into our brand and community.

We are on a journey towards making our styles more sustainable, using cottons sourced sustainably and some that are organic and recycled.

DAY x fee G is designed in our Dublin studio and manufactured with our partners is Portugal and China. In Portugal, our fabrics are knitted, dyed and finished close to where the garment is cut and sewn, keeping our footprint lighter on this beautiful earth. For our beaded styles, we are working with a small family owned factory in China, for their skill of hand beading and embellishment.

All our styles are made in 100% natural fabrics and we are trailing new organic cottons in different finishes for new styles to come. The cotton we use is farmed in a sustainable and regenerative way. It’s important to us to protect the farms natural ecosystem increasing its health and biodiversity and use no toxic substances.

We are proud to say that 90% of our packing is biodegradable. Yes, you can put our bags in the soil as they are from plants, corn to be exact, with a manmade binding agent added for flexibility. And the best bit…they can be composted at home! Yes, when you’ve finished using the bag, just put it in with your food scraps and garden waste, and before you know it, worms will be eating it for breakfast. Better for the environment, better for our oceans, a better tomorrow. The balance 10% of our packaging is made from recycled plastic. We know we aren’t perfect, but we are working hard on it and by 2022 will be 100% biodegradable!

Happy DAY’s!