They went to American Apparel, printed their logo on a T-shirt, and started selling them to friends and family. It wasn’t until the t-shirts they were selling to family and friends became more popular than the blog that they switched their business model to a clothing brand. Slowly people became more interested in their merch than the blog. After four years, the brand officially released its first collection of five t-shirts—five different designs, 150 pieces each—in 2012, thus putting its name into the fashion map.
As a result, a huge demand for a more extensive collection was created; thus, the team decided to transform their four-year- old blog into a brand. They knew they had to implement their backgrounds in their collections and offer something new to the world to stand out. Each collection combines European and African elements with urban and modern designs. From quilted bomber jackets and tracksuits to oversized tailoring and printed T-shirts and shorts, Daily Paper stays true to its unique brand aesthetic. On top of its carefully designed collections, the brand has adopted an inspiring and eco-conscious mindset.
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