our story

Writer Kahlil Gibran once said, “Work is love made visible”, words that truly capture the essence of DINO. DINO apparel was born one day on Montana Street in Santa Monica, where I sat watching women just like me leaving daycare, having morning coffee, running errands, just doing life. I thought to myself, “Why is it that women with busy lives leave home in the morning looking like they’re working out, when the real weight they’re lifting each day isn’t at the gym at all?” As women, we are in a state of perpetual motion as mothers, wives, daughters, friends. Whether we work in the office or at home, our daily routine can leave us feeling frazzled and less than feminine. Yes, we are generations of “women-on-the-go,” but must we really let ourselves go in the process, showing up for life in little better than our p.j.’s? What I came to realize is that what women really need is to embrace their powerful softness. And with this vision I set out to create clothing that is soft on the skin, soft on our souls, and soft on the Earth. My wise-beyond-his-years son Dino, now 15, tells me I’m beautiful. He may be a bit biased, but I believe through those young eyes he sees that by following my own mantra, my true inner beauty shines through. As I sit here and write this, I am gently reminded of why DINO was created. To live a softer life for myself, for my son, and for my community. Choose to Live Softly with us. - Suzanne & Dino