Dinadi - New Beginnings

New Beginnings, New Roots

In a world of replicas and fast fashion, Dinadi reinforces the importance of choosing the right piece for your wardrobe that will outlast trends. Preston and Mirjam created Dinadi with the sole purpose of having a brand that is sustainable and environmentally conscious. Since their humble beginnings five years ago, they have come a long way. Despite the many challenges Nepal presented, it did not deter Preston and Mirjam from leaping.

Mirjam and Preston - Founders of Dinadi - Photo By Britta Kokemor

Preston comes from Calgary, Canada and is a perfectionist who loves the intricacies of business. Mirjam comes from Sweden and is a people person who is creative and as passionate about knitting as anyone you’ll ever meet.

Their adventure in Nepal nine years ago began with an ideology that sprouted from their youth in that their choices could change the world. Together they believed that they could build a brand that could help the community that supported them while doing something they love. When moving to Nepal with their three kids, they realized that they could make a life for themselves while helping those in need in the community. Luckily, they've made sure to teach their three kids the same ideals and values.

"They had a sense of purpose living in Nepal, and it was special to see," Preston says of his kids’ time in Nepal.

Preston with Nepaleses - Photo By Britta Kokemor

Often life is about being comfortable, but those who live in Nepal have a different experience. It is a vulnerable nation with various issues from infrastructure to natural disasters and political problems that would scare most from pursuing anything in Nepal. Still, Preston and Mirjam saw an opportunity to make a difference. Dinadi has inspired and cultivated over fifty local knitters with an environment that nourishes personal growth and financial prosperity. They also assist in school fees, parent classes and offer flexible work environments for working families.

"To see that what you do has an impact leaves us with a strong sense of purpose. What we do here and now makes a difference," Mirjam says of working with the local knitters in Nepal.

Mirjam showing a Nepalese woman how to knit - Photo By Britta Kokemor

Luckily, Preston and Mirjam enjoy having a say in every part of their business. It allows them to say how each piece is made and how each piece will be shipped. Each piece is chosen with the purpose to last. Their hand-knitted products cut on electricity, decreases waste and produce soft products without seams. There is a zero-waste brand that repurposes scraps for sewing tags. They also send a strand of mending yarn with the product. Any pieces that are not reusable are sold locally in Nepal. When shipping, they limit plastic, and all hang tags are made locally from environmentally friendly paper. Preston and Mirjam have found a way to create a beautiful brand while staying conscious of the impact they're leaving behind.

"We design classic pieces that in five years you'll be able to pull out of your closet and have quality and style. Slow fashion, in its essence, is about slowing down the fast pace of the fashion industry."

Dinadi’s hang tags are made locally from environmentally friendly paper. Photo By Britta Kokemor

Like so many businesses, Dinadi had to learn to pivot during the pandemic. They had to shut down for a month, which slowed their production. They also had strict lockdowns in Nepal and barely left their home during the ten-week lockdown. They weren't allowed to drive, and those who decided to walk on the streets were arrested. It made it difficult to run the business, but it helped that their knitters were already set up to work from home.

"The Pandemic forced us to prioritize what the important things are," Preston admits.

Dinadi is in one hundred and thirty-seven stores in twelve counties and did not lose one store in the Pandemic. They made sure to focus on product integrity and finding ways to ship their orders on time. Those behind Dinadi felt a rally of support from those stores as they are integral at supporting the local efforts of employing those in Nepal.

"The shop owners were loyal, which helped keep us open. I feel like the Pandemic has shifted the habits of consumers,” Mirjam said.

Dinadi celebrated their five-years anniversary a few weeks ago. They were able to throw a virtual party with those in Nepal to celebrate. It’s been a stressful time for any business, but it seems like those rallying behind Dinadi have made sure that it’s a brand that is going to last.

“Do something you believe in,” Preston says when asked about what advice he’d give to others looking to start their own business. “Don’t be afraid to get in there, mistakes are fine, if you learn from them and adjust.”

“Don’t listen to outside pressure,” Mirjam agreed. “Listen to your intuition and keep to who you are.”

It’s important for our future that we have more brands that turn to the community and offer some hope for the future. Fashion should not come at the cost of our environment and thankfully Preston and Mirjam practice this.

 Visit: https://www.dinadi.com/ to view and purchase Dinadi’s products.