Don The Verb collection was started in 2007 by Hanna Astrom and Yanina Landsaat after meeting at the Don The Verb vintage store, where Hanna was a regular customer. Hanna Astrom was born in Lulea Sweden and studied fashion design before moving to New York in 2005 to pursue a business degree in marketing and international business. Yanina was born in Kiev, Ukraine. She grew up in Baltimore, MD. In New York, she worked for several fashion corporations in marketing, and development, before opening her vintage store Don The Verb in May of 2006.Don The Verb's designs are functional, simple shapes with details that serve a purpose. One of the main inspirations for the line is the concept of uniform dressing. The first collection, "New York Uniform", presented in-season for Summer 07, as part of Don The Verb's one-year anniversary celebration. The inspiration was everyday uniforms that could be worn throughout the day and in to the night and where one's identity could clearly be noticed. The pieces were all completely trans-seasonal, one size, hand washable and never wrinkled.
FW 08/09 was shown during NY Fashion Week and drew inspiration from the 1920's Erte Sketches and ancient Native American Indian clothing. The collection, named "Modern Warrior", would have to adapt to all elements of an urban environment and still look stylized and practical.
S/S 09 The inspiration for this collection comes from summer in New York City, the human parade along with ice cream trucks, train announcements, black outs, brown outs, humidity, waiting in line to wait in line to wait in line. We celebrate feeling psychologically unsound. Everyone in the city feels it at one point or another. The collection is a bit unsound and unnerving. Some of the pieces do not have matching sleeves or the lengths are not equal. All the details are quietly worked into the pieces creating different variations in drapes and shapes.
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