Dokonoko was launched by Tokyo-born graphic designer Reina Sugiyama and her fellow New Yorker Lacey Voss, who has designed for American Outfitters and Victoria’s Secret. The brand describes itself as “a play on many things: Japanese and American cultures, femininity and feminism, identity and stereotypes, and the seriousness of the retail world.” The quintessential “Dokonoko woman,” according to the brand’s manifesto, had an international upbringing (Sugiyama was a globe-trotting diplomat’s daughter) and “found her freedom to be truly herself” in New York City.
The label’s muses include Chloe Savigny, Lena Dunham, Zoe Kravitz, and Sarah Silverman, according to a list included in the manifesto. It makes “Yoko” bags, pins, and stickers, but that little girl emblazoned on them isn’t Yoko Ono. It’s actually a portrait of Sugiyama’s mother as a young’un.
Other items in the debut line, hand-cut and sewn right here in New York, include jumpsuits, silk tanks and dresses, tees and kimono jackets, and greeting cards with cheeky text like “All Boobs are Beautiful”. Check out the lookbook here.
Dokonoko is ultimately hoping to expand into accessories and home goods, and to open a storefront that will host monthly art shows.
In the meantime, catch them at 138 Wooster Street until mid-June.