The Daily Edited

The Daily Edited (TDE) is an Australian luxury fashion brand, specialising in monogrammable leather goods. It is based in Sydney, Australia, but is available both online and through stores in Australia, Singapore and the USA. It sells embossed and personalised women's and men's leather goods, stationery and desk accessories, including bags, pouches, clutches, wallets, phone cases, diaries and overnight bags. The TDE brand is known for its focus on individuality and personalisation, reflecting its ethos that “you can make it your own”.[2]

The Daily Edited
Private
IndustryRetail
FoundedAugust 2014
FoundersAlyce Tran and Tania Liu
HeadquartersSydney, Australia
ProductsLuxury goods
Revenue$30 million (2018)[1]
Websitehttps://www.thedailyedited.com/

History

The Daily Edited was founded by Alyce Tran and Tania Liu while the two were working as lawyers at the Allens law firm in Perth, Australia. It was initially launched on Instagram in 2011 as a lifestyle blog and fashion label, before rearticulating itself as an online leather goods brand in August 2014.[3] It soon expanded, selling personalised leather goods through in-store through a partnership with David Jones, in Sydney, Melbourne, Adelaide, and Brisbane. They have opened stand alone Flagship stores at Chadstone Shopping Centre in Melbourne,[4] Westfield Pitt Street in Sydney's CBD [5] and on Bleecker Street in New York. In the past the brand has also partnered with department stores in Singapore at Robinsons and Tangs.[6]

Notable Brand Representatives

Lara Bingle, an Australian model and media personality, was featured in TDE's Summer Christmas campaign in December 2015.[3]

The American model Hailey Baldwin collaborated with The Daily Edited in 2016, promoting a collection labeled as #theHAILEYedited.[7]

In 2017 the Stallone Sisters, Sistine, Sophia, and Scarlet, the three daughters of movie star Sylvester Stallone, were featured in the #MeetTheStallones campaign promoting a new capsule collection for TDE.[8][9]

Most recently US actor and supermodel Amber Valletta was featured in the Amber In Residence campaign for the brand.

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References
  1. "The Daily Edited started as Sydney blog and grew into A$30 million empire". 29 August 2018.
  2. "About". www.thedailyedited.com.
  3. "From law to Lara Bingle: the rise of The Daily Edited - The Lead SA". 18 November 2015.
  4. ""It was like a hobby gone wild," says The Daily Edited co-founder Alyce Tran of her fashion venture".
  5. ({cite web | url=https://www.marieclaire.com.au/the-daily-edited-flagship-sydney-store-opening-hours})
  6. "Asian Australians personalised leather accessories startup a huge hit, going from blog to business and making fashion models fans".
  7. "The Daily Edited predict $15m turnover with US move and Hailey Baldwin on the books". 21 July 2016.
  8. "The Stallone sisters are the new faces of The Daily Edited". 18 April 2017.
  9. Harwood, Erika. "Sylvester Stallone Calls His Daughters' New Fashion Campaign "Volcanic"".
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