DADA (Disrupt Attire through Design Art) is a London-based social enterprise reimagining fashion through modernising Made-to-Measure (MMTM) system—developed as part of a research project. Rooted in the spirit of Dadaism—disruption, reuse, and anti-convention—DADA challenges the fashion industry’s linear and wasteful systems by centring reuse, personalisation, and localised production.
By merging digital tools with traditional craft, DADA offers an alternative fashion model that is circular, inclusive, and grounded in care.
MISSION:
DADA exists to to make style and sustainability accessible through co-design, made-to-measure, and CARE.
We prioritise reuse over excess, inclusivity over hierarchy, and collaboration over competition.
The MMTM PROCESS FILM
This short film features an interview with Minnie Grabb, a transman who shares his experiences and challenges navigating the binary fashion world. It also showcases how DADA crafted made-to-measure trousers for Minnie through co-design, blending digital tools and handcraft. The film highlights DADA’s collaboration with local artists Ashantee and Filly from AF Legacy to repurpose textile waste into meaningful artwork. Explore a process where creativity and circularity converge, transforming leftover textiles into unique garments through local production and hybrid techniques.
ABOUT @DA.DAJEONG
DAJEONG is a South Korean fashion designer, researcher, and founder of DADA—an experimental business model at the forefront of sustainability, digital innovation, and inclusive design.
Her career across Seoul, Tokyo, Toronto, Sydney, and London has shaped a global perspective rooted in hands-on design, cultural research, and critical inquiry. She has held diverse roles throughout the fashion industry, all focused on transforming the system into one that is more regenerative and responsible.
DADA FRAMEWORK
As part of Dajeong’s postgraduate research at London College of Fashion (UAL), the Framework provides a scalable model for SMEs to adopt a new fashion system.
Designed around circular economy principles, the framework outlines how brands can integrate textile reuse, co-design, digital customisation, and localised production. It’s a roadmap for building more sustainable, inclusive, and responsible fashion businesses—one garment at a time.
