Live Fast. Press Play.
The story and vision behind the PLAY DNM brand...
Photography by HollyAnne Farber
In the spring 2014 in the heart of DTLA, A creative visionary Alexis Hawkins created a Vintage Denim Brand. A long time in the making... A long time lover of vintage denim dating back to about 2010 when the thrifting craze began. Alexis and her sister would thrift pieces for personal and soon began to sell them via an Etsy shop and Instagram. Over the years Alexis would make and rock her own unique pieces and always get asked where she got them from or how she did it. One day she finally sat down and decided to make a brand out of it. Focusing on quality, and customizing each piece to where it will speak to various women. Ultimately creating a line that isn't made to fit in one box, lane etc.
Quitting her job as a buyer at a consignment shop to pursue this venture full-time. Alexis put together a team of up and coming photographers and friends to model her very first look book shoot. A very successful shoot, with a huge response of love from friends and peers PLAY DNM's launch was a hit. Unfortunately living in LA is not easy nor is it cheap, Alexis had to go back to the drawing board and figure out a way to make her business more profitable. She decided to put a pause on the line and gain more experience in her industry until it felt right and things were better aligned.
Fast forward 3 years, a plethora of job and life experience... Alexis felt 2017 was the year to bring back her beloved brand and give the people what they want... Starting off slow with a few pieces and a whole new look at the business she is excited to bring forward current pieces. Starting off in women with plans to gradually move onto mens apparel, Alexis can't wait for every one to Live Fast. and Press Play.
“Focusing on quality, and customizing each piece to where it will speak to various women. Ultimately creating a line that isn’t made to fit in one box, lane etc. ”
Photographed by @hiiiezzzy