How designer Danielle Guizio built Instagram’s favorite clothing brand

When Danielle Guizio set out to create her own clothing brand, she started with just $400 and a vision.

Seven years later, her namesake label is a fashion empire that’s taken Instagram by storm, landed her on the Forbes 30 Under 30 list and drawn the attention of some of the world’s biggest celebrities.

Originality is definitely extremely important to me,” Guizio told In The Know. “I’m thinking of it when I’m designing and I’m just making sure that [my designs don’t] look like anything else that’s out.”

Guizio deliberately made her brand multi-faceted and unisex, because she didn’t want to limit her customers to certain looks. She grew up loving fashion and would go thrifting to make her own clothes from scratch — so her label is all about offering as many unique options to her customers as possible.

It all began when Guizio was working retail in New York City’s SoHo neighborhood, and she asked her graphic designer friend to help create some T-shirts. Guizio didn’t have a massive following on Instagram, but she knew there were followers who had been enjoying her style for years and trusted her and she anticipated they might take the leap and buy her clothes.

“Before I knew it, the site went live,” she said. “Everything pretty much sold out, and I was just sitting in my bedroom just watching the orders come in.”

With very little design knowledge, Guizio took the success and ran with it, coming out with sweatsuits, tops, sweaters and skirts.

“I was kind of just learning everything as I went, learning something new about [myself] and [my] craft,” she said.

Guizio went from shipping packages out of her parents’ basement to now being in charge of a nine-person team — all in less than 10 years.

“It has been a crazy journey,” she said. “Definitely not the easiest journey [but] I have learned so much.”

In The Know is now available on Apple News — follow us here

If you enjoyed reading this article, check out In The Know’s other profiles here.

More from In The Know:

YouTuber’s “Study with Me” series is bringing artistry and design to note-taking

Shop our favorite beauty products from In The Know Beauty on TikTok

11 healthy road trip snacks and where to get them for cheap

6 gift ideas for the person who has everything