Mackage is now being led by Tanya Golesic, a seasoned industry executive, joined Mackage as chief executive officer in 2021.Launched Thursday online, Dodiee was inspired by her mother, who died at the age of 45. “She didn’t have a chance to live the grand life that she should have. The whole premise of the brand is about a woman living a grand life,” Dahan said.
The company’s logo was drawn from her mother’s signature from a letter that she had written to Dahan’s father on their wedding day. A tulip icon stems from doodles that her mother has done. Borrowing such elements allowed Dahan “to reconnect with her late mother in a nice way and to give her life,” she said. “I feel that everybody should say her name forever. I want to build a timeless brand and see her signature on everything. I think she deserves that,” Dahan said.
Dodiee aims to merge knitwear with properties of shapewear with compression in key areas like the stomach and hips. The body-contouring styles are meant to “adapt to women rather than having women adapt to clothes,” Dahan said. Dresses including a maxi style that can be dressed up or down, as well as office-appropriate dresses, and pants, which are expected to be key categories. She declined to comment about first-year projected volume.
Retail prices for Dodiee range from about $550 for a shrug to $1,500 for a calf-length all-cashmere thick cable-knit dress with a hand-crocheted tulip accent. Targeting the U.S. market for the launch, Dodiee is scouting locations in New York’s SoHo neighborhood for a pop-up. That is important for the Montreal-based founder to better understand the brand’s consumers through their feedback and to allow them to see the brand’s full range, she said.