MY DREAM: TO HAVE DESIGNED PIECES THAT YOU WILL REACH FOR OVER AND OVER AGAIN.
BEHIND DEVAN GREGORI
Devan Gregori is a designer, entrepreneur and business woman. After studying Fashion Design in Lyon, France and working in Paris and Mexico City, she created this brand in 2019. It remains a one-woman show behind the scenes. Her aim has always remained the same: to offer modern approachable silhouettes with functional detailing for your everyday.
Devan graduated with a degree in French from the University of California, Berkeley. She moved to Lyon, France after graduating and fell in love with the people, the culture and, yes, the fashion.
école de condé
Devan was accepted into the École de Condé School of Design in Lyon, where she pursued a BTS and second bachelor's degree in Fashion Design. "I felt like a sculptor of textile," Devan recalls. "Creating malleable sculptures that had to layer atop another type of sculpture, the human body, which is never constant."
During her schooling, she had the opportunity to intern with the incredibly talented Yoshi Kondo, a Japanese designer based in Paris. This relationship would remain close as Yoshi would become a mentor to Devan as she launched her label.
After finishing top in her class, Devan moved to Mexico City, Mexico to pursue an opportunity as the production manager for the luxury apparel brand, Trista.
Devan moved back to the Bay Area in 2016 and entered the tech industry. With the goal of launching her own line, she knew she had to start building a nest egg. She continued to design during this time, focusing on custom pieces for drag queens in San Francisco.
Devan quit her full-time job in the tech industry to dedicate a year to building her label. With the mentorship of Yoshi Kondo, Devan created a lasting relationship with her current production team, flying to Dalian, China to work with them on what would be her first collection.
Devan lauched her eponymous label in 2020. As the pandemic beginning to intensify and retailers began shuttering their doors, it became clear that she had to adjust her strategy. Devan quickly pivoted from wholesale to a direct-to-consumer model, and used the first years as a testing ground for styles, fabric and fit.
Devan opened her flagship store in her own neighborhood of Rockridge in Oakland in December of 2022. With the help of the community, she was able to design the space exactly as she wanted it - a clean minimal space to let the clothes shine that still exuded warmth.
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Visit Us in Rockridge, Oakland
Find all our collections plus a selection of jewelry and leather goods by other independent female designers at our store in the cozy Rockridge neighborhood of Oakland.