Podcast Summary: "What We Wore" – Episode 152 with Georgia Dant of Marfa Stance

Introduction to Georgia Dant

In Episode 152 of What We Wore, host Laura Vinroot Poole welcomes Georgia Dant, the visionary behind Marfa Stance. Georgia brings a wealth of experience from prestigious fashion houses like Burberry and Rag and Bone, which she has channeled into creating one of the most innovative brands in contemporary fashion. This archival episode precedes the latest Marfa Stance trunk show at Capitol's Brentwood store, featuring Georgia's insights and journey in the fashion industry.

Early Life and Education

Georgia's creative journey began in Cambridge, England, where she was born and raised on a farm. This rural upbringing, juxtaposed with proximity to the academically vibrant city of Cambridge, significantly influenced her creativity.

Georgia Dant (00:39) shares, “I grew up on a farm, which was an incredibly creative experience next to a city that is incredibly academic and historical.”

Despite being an only child, Georgia developed a fierce independence and resourcefulness, which later became pivotal in her entrepreneurial endeavors. Her mother’s passion for gardening also instilled in her an appreciation for creating something from nothing.

Career Highlights

Burberry Experience

Georgia's formal entry into the fashion world was marked by a pivotal seven-year tenure at Burberry in London. Here, she witnessed firsthand the fusion of heritage and innovation under Christopher Bailey’s leadership. This period was instrumental in shaping her understanding of integrating technology and tradition in fashion.

Georgia Dant (15:34) reflects, “Christopher Bailey was pioneering this kind of digital age within fashion, whereas everyone else was kind of repelling it.”

She admired Bailey’s approach to combining style with function, a philosophy that deeply resonated with her and influenced her future endeavors.

Transition to Rag and Bone

Seeking new challenges, Georgia transitioned to Rag and Bone, where she expanded her expertise to include women's wear alongside menswear. This role allowed her to explore the intersection of androgynous design and functional fashion.

Georgia Dant (19:01) explains, “Working on both menswear and womenswear allowed me to find a great crossover and innovate within those boundaries.”

Her experience at Rag and Bone underscored the importance of customer-centric design, steering her towards creating a brand that prioritizes the wearer’s lifestyle and needs.

The Birth of Marfa Stance

Inspiration from Marfa, Texas

A transformative road trip to Marfa, Texas, became the catalyst for Georgia’s next venture. Immersed in the minimalist and modernist art of Donald Judd, she sought to translate these principles into practical, multifunctional outerwear.

Georgia Dant (23:18) recounts, “Standing in Judd’s architecture studio, I felt a burning need to create clothing that is multifunctional, simple, and adaptable to any situation.”

This epiphany led to the founding of Marfa Stance, a brand grounded in responsible living and versatile design.

Philosophy and Principles of the Brand

Marfa Stance is built on the ethos of creating timeless, adaptable pieces that serve multiple functions. The brand emphasizes zero waste by repurposing excess fabrics into unique, patchworked designs.

Georgia Dant (25:48) states, “We reuse fabrics every season to ensure zero waste, creating colorful, patchworked pieces that are both sustainable and stylish.”

The brand’s tagline, “Create, Update, Renew,” encapsulates its commitment to empowering customers to personalize and adapt their wardrobe according to their lifestyles.

Impact of the Pandemic

The onset of the COVID-19 pandemic coincided with Marfa Stance’s early days, presenting both challenges and opportunities. While the global situation disrupted traditional fashion cycles, it also fostered deeper connections with customers who were increasingly valuing sustainability and multifunctionality in their clothing.

Georgia Dant (42:25) observes, “The pandemic reinforced our mission of responsible living, as people sought meaningful, versatile pieces that fit their new lifestyles.”

This period solidified Marfa Stance’s reputation as a brand that resonates with conscientious consumers.

Building the Brand: Direct-to-Consumer and Partnerships

Georgia opted for a direct-to-consumer model, prioritizing authentic engagement over traditional wholesale channels. This approach allowed her to maintain a clear vision and directly interact with her customer base.

Georgia Dant (36:17) emphasizes, “I wanted to reach the customer myself and have a laser focus on what the brand is without someone else's cadence.”

After 18 months, Georgia selectively partnered with boutiques worldwide that aligned with Marfa Stance’s values, ensuring the brand’s philosophy was effectively communicated to a broader audience.

She highlights Capitol as her sole US stockist, praising their ability to authentically represent Marfa Stance’s ethos.

Georgia Dant (38:46) shares, “You are the right partner to tell your network and community about Marfa Stance in the right way.”

Customer Engagement and Brand Growth

Marfa Stance has thrived on word-of-mouth endorsements, eschewing influencer marketing in favor of genuine customer recommendations. This strategy has cultivated a loyal and engaged community.

Georgia Dant (39:28) remarks, “Our business has grown strong in an authentic and genuine way, strongly through word of mouth.”

Customers frequently share their experiences, showcasing the versatility and practicality of Marfa Stance’s pieces, such as packing minimalistically yet stylishly for diverse activities and climates.

Personal Reflections and Stories

Georgia shares personal anecdotes that illustrate her journey and growth:

• May Ball Memories: Reflecting on her school days in Cambridge, Georgia humorously recounts a May Ball outfit that didn’t quite hit the mark.

  Georgia Dant (48:12) laughs, “I turned up looking like I just got quite drunk and... had to cover up.”

• Mentorship and Support: She credits Adam Brown, founder of Bar Brown, as a pivotal mentor who transformed her perspective from designer to salesperson.

  Georgia Dant (35:37) shares, “He told me, 'You are no longer a designer. You are a salesperson,' and now I fully understand what he meant.”

Advice for Entrepreneurs

Georgia offers invaluable advice for aspiring entrepreneurs, emphasizing the importance of authenticity, perseverance, and adaptability:

Georgia Dant (44:58) advises, “Don't follow anyone else's path. Follow your own. Be incredibly confident about your idea and stick by it.”

She underscores the necessity of wearing multiple hats and being prepared for significant sacrifices:

Georgia Dant (45:12) states, “You have to wear every hat... Be a salesperson, financial director, HR representative, and more.”

Her journey exemplifies resilience and the rewards of staying true to one’s vision despite external skepticism.

Conclusion

Georgia Dant’s story is a testament to the power of innovation, sustainability, and customer-centric design in fashion. Through Marfa Stance, she has redefined outerwear with a focus on versatility and responsibility, creating a brand that not only meets fashion needs but also aligns with modern values of conscious living.

Maria Dant (50:02) concludes, “Thank you very much for everyone,” highlighting her gratitude towards her supporters and customers who have been instrumental in Marfa Stance’s success.

For more information on Capitol, Laura Vinroot Poole, and future What We Wore guests, follow @shopcapitol and @whatweworepodcast on Instagram.