A Heartfelt Goodbye to Shop Designed by Alice

After 17 years, I am stopping the production of my dancewear line and Shop DBA will close.

In 2008, I set out with £20 to create useful and elevated dancewear that not only reflected the artistry of the wearer but also prioritised environmental and ethical production. DBA products would combine creativity with cutting-edge materials and innovative design. 

[Initially founded as a way to financially survive as a young graduate dancer, DBA grew from an entrepreneurial vision to blossom into so much more.]

I never expected the business to develop in the way it did. It’s been amazing how the brand organically grew from the strength of a couple of products and their stories have resonated with so many of you over the world. I knew I’d made it when hundreds of Somefish ballet skirts sold out in five minutes…or maybe when I had to set sales by time zone. Yikes!

To my wonderful collaborators, makers and helpers, DBA and my life has been greatly enriched by all the art we’ve made together. Thank you! You helped me, DBA and all its side projects become much more visible.

And now, even though it’s the official end of production, it’s nice to know DBA products will endure. They are after all exceptionally well made (!) but really, the endurance I'm talking about is the emotional stuff. People report to me that they dance better wearing my products because they feel better in them and I get misty eyed imagining the joy you’ll continue to generate dancing. Remember to pass that on!

The future, for me, feels a little daunting but fundamentally exciting and fresh. The decision to shut the shop makes space for new creative projects and different growth. I’m looking forward to it.

A sincere thank you for all the love and support you’ve shown DBA over the years.

There’s a big sale right now and everything needs a home! It’s all beautiful and most is less than half price:

Thanks for reading this, and now, I hope you might go treat yourself to a bit of the final legacy :)

x