Made In Vancouver, Meant to Move: Inside DAUB’s Elevated Everyday Essentials For Summer (Win!)

In a world of fast fashion, DAUB is doing things differently—slowly, locally, and with intention. Founded by textile artist Lexi Soukoreff, the Vancouver-based label has built a loyal following for its ultra-soft, effortlessly wearable pieces that blur the line between lounge and lifestyle. With the launch of its Spring/Summer 2026 collection, DAUB continues to champion small-batch production and fabric-first design—proving that comfort, craftsmanship, and conscious fashion can coexist beautifully. —Noa Nichol

This collection feels incredibly wearable yet elevated. What was the starting point or inspiration behind Spring/Summer 2026?

Spring/Summer 2026 started from a very real place. I was thinking about how women actually get dressed day to day and how clothing needs to support that, not complicate it. Our clients are busy, thoughtful, and want to feel comfortable in their bodies while still looking polished. The goal was to design Canadian-made women’s clothing that feels easy the moment you put it on, with silhouettes that don’t require overthinking. Everything in this collection is rooted in softness, movement, and versatility, so you can wear it at home, out for lunch, to work, or while travelling without needing to change your outfit or who you are.

You’ve introduced new tones like Rose Quartz and Coastal Blue. How do colour and mood play into your design process each season?

Colour is always tied to feeling first. Our palette this season was inspired by the ocean & natural elements and the sense of calm and reset that comes with embracing these. The colours feel grounding but still fresh, which is important for women building a wardrobe of elevated basics. We are very intentional about creating tones that work together so our customers can build outfits easily without second guessing. From an online shopping perspective, this also helps women visualize full looks and invest in pieces they will wear repeatedly across seasons. We have also heard a lot of women wanting to move away from black as everyday staples so we felt spring was the best time to do it.

DAUB is known for its fabric-first approach. What makes materials like bamboo cotton french terry and modal jersey so central to this collection?

Fabric is always where we start. Our customers come to us because they are searching for soft, comfortable women’s clothing that still holds its shape and looks refined. We primarily use bamboo cotton fleece and french terry in our collections, alongside modal. The bamboo cotton gives that balance of structure and breathability, while the modal jersey brings a smooth, lightweight feel that drapes beautifully on the body. We prioritize OEKO-TEX certified fabrics where possible because quality and natural materials on the body matter. When something feels good on your skin, you wear it more often, and that is a big part of building a thoughtful, sustainable wardrobe.

Pieces like the Cove Cardigan and Newport set feel designed for real life. How do you strike that balance between comfort, versatility, and style?

We design everything with real life in mind because that is how our customers wear DAUB. The Cove Cardigan and Newport Dress and Pant are great examples of pieces that can move through your entire day. The fit is relaxed but still considered, the fabrics feel soft but look polished, and details like pockets or adjustable ties give flexibility without adding complexity. I would layer the Haven Tank under the Cove Cardigan and pair with the Newport Pant for work, cottage life or going out for lunch. Our goal is to create versatile women’s clothing that works for travel, work, and everyday life, so you can build a wardrobe that supports you instead of overwhelming you.

You’ve been building DAUB since 2010. What’s been one of the most defining “high” moments in your journey so far?

One of the biggest consistent highs has been seeing women come back to us year after year and tell us how our clothing makes them feel. It’s that moment when someone tries on a piece and immediately relaxes into it – it’s something I don’t take for granted. Growing a Canadian-made clothing brand over this many years, especially in a market that is often driven by fast fashion, has shown me the value of trust and consistency. Being featured in press and building a loyal community across Canada has been incredibly meaningful and helps to establish trust for clients.

On the flip side, what’s been one of the biggest challenges of running an independent fashion brand and how did you navigate it?

One of the biggest challenges is balancing growth with staying true to our values. There are much higher costs involved when actively choosing to produce locally in Vancouver and in smaller production runs – especially compared to overseas production.  It often means we can’t compete with their offers or pricing but I’ve learned to stand by our values.

There have been moments of burnout and times where I have had to step back and reassess how we operate. What has helped is getting very clear on what DAUB stands for and making decisions from that place. It keeps the business grounded and allows us to build something sustainable long term.

Producing everything locally in Vancouver is core to DAUB. What are the rewards and realities of committing to small-batch, local manufacturing?

The reward is knowing exactly how our clothing is made and being able to stand behind it. Supporting Canadian manufacturing and keeping production local allows us to maintain quality, reduce waste, and respond more quickly to what our customers actually want. The reality is that it is more expensive and requires a lot of hands-on involvement. We have to manage fabric sourcing, production timelines, and costs all very closely. That said, our customers are actively searching for Canadian-made women’s clothing and ethical fashion, and they understand the value behind it. They’re our biggest fans and advocates.

For aspiring designers or entrepreneurs, what’s one thing you wish you had known before starting your own label?

I don’t think I fully understood how much consistent work it takes to actually move the needle. Building a fashion brand, especially a Canadian-made clothing brand, can be a slow grind. There are moments of excitement and growth, but they often come alongside sleepless nights and long stretches where you’re just showing up and doing the work. Consistency matters more than anything, even when it feels like things are moving slowly.

I would have spent more time early on learning strategic planning and how to map growth in a more intentional way. At the same time, some of our best opportunities have come from allowing things to unfold naturally, through relationships, community, and being open to where the brand wanted to go.

It’s really about balancing both. Having a plan so you can grow sustainably, while still leaving space for the kind of organic moments that you can’t predict but often end up shaping your business in the best way.

Win! A $350 DAUB Gift Card!

Congrats Maggie D. of Toronto, ON, who will receive a $350 DAUB Gift Card! Please note: if you are the winner, you will receive a DM (direct message) in Instagram directly from @vitadailymedia. Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding. Full contest rules/regulations here.