WeWoreWhat Overalls - Danielle Bernstein Interview

Whats the difference between collaborating with Onia and doing a licensing deal? From the backend: nothing. They will still remain my production partner, design partner, and logistics, but WeWoreWhat will be its own brand now with its own website.

Vehicle door, Trunk, Hood, Waist, Leather, Overall, Latex, Belt, City car, Sun hat, Courtesy

What’s the difference between collaborating with Onia and doing a licensing deal?

From the backend: nothing. They will still remain my production partner, design partner, and logistics, but WeWoreWhat will be its own brand now with its own website.

Denim, Jeans, Clothing, Street fashion, Textile, Outerwear, Trousers, Waist, Fashion accessory, Style, Courtesy

What does this jump mean for you personally and professionally?

I've proven that I can design and sell product now, so the timing feels right with launching my own e-comm site and wholesale business.

People in nature, White, Grass, Beauty, Botany, Sitting, Photo shoot, Dress, Summer, Hat, Courtesy

You’ve done a lot of collaborations, like a very successful one with Joe’s Jeans earlier this year. Why is it important to you also to have collections under your brand name directly?

Collaborations have been really good to me, but it's time that I bring everything under my own brand and start growing WeWoreWhat's awareness as a label.

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Fashion, Fun, Room, Denim, Jeans, Furniture, Musician, Textile, Guitar, Performance, Courtesy

WeWoreWhat overalls were doing well. What made you take a step back and reassess to relaunch?

I've been running it on my own as a direct-to-consumer business for three years, and I'm ready to produce higher quantities with better qualities and have a team behind me helping things run smoothly.

Motor vehicle, Vehicle, Car, Hat, Classic, Headgear, Fashion accessory, Vehicle door, Photography, Plant, Courtesy

What is different about them now?

They are the styles our customers know and love, with the fit and fabric perfected.

Jeans, Motor vehicle, Vehicle, Car, Denim, Textile, Family car, Leisure, Courtesy

How is having such direct contact with your customers helpful? What kind of feedback have you gotten from them?

The feedback from our customers has helped us to perfect the fit and focus on the styles that people want. We've been able to reproduce the styles that our customers love and reintroduce ones that they've asked for.

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Land vehicle, Vehicle, Car, Performance car, Luxury vehicle, Classic car, Hood, Jaguar xjs, Automotive design, Sedan, Courtesy

What’s the biggest lesson you’ve learned in working with other brands in heading up your own brands?

How to reach the consumer in the most effective way and show them product in a way that will result in them purchasing it.

Human, Hat, People in nature, Agriculture, Interaction, Sun hat, Youth, Field, Friendship, Grassland, Courtesy

What do you say to people who underestimate the clout of influencers like you in creating their own brands?

The proof is in the pudding, or in this case: my sales on day one.

Photography, Summer, Photo shoot, Vehicle, Car, Plant, Leisure, Happy, Model, Courtesy

Shop the entire collection, ranging from $185 to $250, at weworewhat.com.

Headshot of Kerry Pieri

Kerry Pieri is Harper's Bazaar's Digital Fashion/Features Director. Kerry oversees the fashion vertical for BAZAAR.com, including launching digital covers, styling celebrity features, and managing recurring features including Brand Watch and My Life in Three Looks. In addition, Kerry edits the “best of” each season, from shoes to bags, denim and coats, and is consistently looking for shifts in the fashion realm to lend a voice. Kerry formerly served as the Editorial Director of  StyleCaster.com and as a producer at Full Frontal Fashion. She lives in New York with her husband Steve, and baby girl Lila Sky.

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