Daniel Ashley Co.- Members-Only Lifestyle & Bespoke Fashion House
Entrepreneurial Vision: How did your entrepreneurial skills and background inspire the concept behind Daniel Ashley co.? What was the initial spark that led you to create this members-only club?
As a lifelong purveyor of ultrafine fibers, the roots of Daniel Ashley co. are founded in a relentless pursuit to explore the finest, rarest, most exclusive and sustainable materials in the world. The inspiration for the brand formally began when I was studying materials science, and began down the rabbit hole of interrogating “What are the finest, rarest, and most sustainable fibers in the world?” before finally asking the question “What do people make from these fibers?”
Sure, the immediate answer of bespoke suiting is correct. Most refined and sartorially forward connoisseurs are no doubt familiar with Savile Row tailoring, and likely the splendor of a suit crafted in New York, Hong Kong, Singapore, Italy, or many other multigenerational tailoring establishments. However with the growing focus on elevated, understated, ultra-luxury garments, in addition to the booming shift from traditional golf clubs to members-only social clubs, there is a significant lifestyle component missed by luxury brands that attempt to cater to both introductory luxury as well as ultra-luxury.
Daniel Ashley co. exclusively addresses the pinnacle of luxury by unifying the elements of a fashion house, art studio, and members-only lifestyle experience. By exclusively producing record-breaking ensembles that are only available to approved members, Daniel Ashley co. affirms its commitment to upholding the “Art of Luxury” by transforming luxury fashion into timeless art. In addition to the bespoke garment productions and associated marble display cases, Series I, II, & III owners will be provided VIP invitations to events such as Art Basel, Chateau Tastings in France, and dining opportunities with like-minded connoisseurs.
Daniel Ashley co. has demonstrated its commitment to evolving the pinnacle of luxury experience by successfully crafting a world record-breaking ensemble with Series I. By sourcing our own fiber and collaborating with adjacent ultra-luxury brands to provide curated multi-sensory experiences, Daniel Ashley co. reaffirms its commitment to continually reassessing and evolving the pinnacle of luxury.
Business Offering: What specific services and experiences does Daniel Ashley co. offer to its members? How does it differ from other luxury clubs or networks available today?
As a members-only lifestyle & bespoke fashion house, Daniel Ashley co. defies the conventions of even the most notable brands. Each collection begins by identifying a series of connected garments or accessories that have merely been adorned with precious materials, rather than truly innovated from the ground up. For our initial debut, we took on “The World’s Finest Homewear” collection, consisting of Series I, II, & III, which corresponds with the world’s finest boxer shorts, polo, and homepants ever crafted.
Each Series is crafted from a different sustainable fiber ranging from 12-13 microns, utilizing a symposium of international artisans that each represent multi-generational mastery of their craft. For Series I, Daniel Ashley co. partnered with a Royal garment maker to craft a masterpiece exclusively fit for the next generation of royalty. In addition to a breathtaking 100% Vicuña design, we worked with a renowned parisian goldsmith to craft engraved pure 18k gold buttons that are woven into the vicuña fiber with 24k gold thread. To honor our commitment to artistry the final production is presented within a numbered Bronze & Nero Marquina marble display case that was carefully sculpted from a single block in Carrara, Italy.
The lifestyle component of Series I ownership comes in the form of VIP access for Series I members to the Daniel Ashley co. event space during Art Basel in Miami 2024. Partnering with House of Robb, this 3-day collaboration includes invite-only access to events, booths, private activations, and more.
Daniel Ashley co. is not a fashion brand, it is a growing network of connected ultra-luxury services that cater exclusively to the most discerning clients in the world. Today we break records in the world of fashion, art, and lifestyle; in the future we will touch on nearly every facet of the UHNW experience.
Membership Appeal: Why should potential clients consider becoming members of Daniel Ashley co.? What sets your club apart, and what value do members gain from joining?
For the type of connoisseur that would be considered for Daniel Ashley co., the reason behind membership is truly self evident once they are given a personal introduction. From the smallest detail of production, to the most abstract ideation behind a collection, every individual associated with Daniel Ashley co. is meticulously selected to produce something remarkable. When your mandate is crafting timeless art that has equal grandeur in a baroque castle of old, as it does in a minimalistic museum to come, nothing short of thoughtful perfection is acceptable. This is why everything from our triple thick business cards, to the London-produced Series I coffee table books are deliberately curated to provide clients with a persisting ultra-luxury experience.
The distinction between luxury and ultra-luxury can be found in the persistence of significance behind each production. Most luxury items peak in personal value between the initial purchase and first use. The purpose of ultra-luxury should not only be to provide an individualized experience and world-class production that is a testament to the concept itself, but also to develop a network of relationships that continues to give back to the clients with multi-experiential opportunities.
For the true ultra-luxury connoisseur that enjoys the finest Super 200 Bespoke suits, MB&F watches, and adjacent pinnacle of luxury experiences, Daniel Ashley co. simultaneously operates its world record-breaking Apparel, Textiles, and Lifestyle divisions that approved members gain exclusive access to.
Competitive Landscape: Who do you see as your main competitors in the members-only club space, and how does Daniel Ashley co. distinguish itself from them?
The beauty of the current timing and greater vision for Daniel Ashley co., is that there are few to no true competitors. What we have the pleasure of seeing is a number of adjacent brands or services that are similarly focusing on full experience conceptualization, production, and delivery that caters exclusively to the most successful business magnates and seasoned ultra-luxury connoisseurs.
Daniel Ashley co. is a members-only lifestyle and bespoke fashion house that exclusively produces record-breaking experiences. Our Apparel division creates “concept cars” in the combined worlds of fashion and art, that place equal focus on the most elevated garment composition as well as museum-ready numbered displays. Another brand that is developing the members-only fashion landscape is NB44, which focuses on a broad range of daily wear pieces for its members. Their use of ultra fine fibers not only provides the opportunity for future collaboration with Daniel Ashley co. Textiles, it allows the focus of a personal coronation with Daniel Ashley co. Apparel to be put into greater context.
Similarly, artisanal groups in the perfumé, spirits, and fine dining spaces allow for collaboration opportunities with Daniel Ashley co. in an event series entitled “Pinnacle of the Senses.”
Member Benefits: Can you explain more about the key benefits that members enjoy? Are there any exclusive perks or experiences that you believe are particularly attractive?
Daniel Ashley co. honors its commitment to ultra-luxury by providing members with an ongoing suite of experiences that expand their prized possessions and unique social opportunities. Each Series is not only accompanied by a number of “Gifts of Luxury”, but also associated VIP experiences, and reserved Daniel Ashley co. releases. Even within the members-only fashion house, there are layers and increasingly exclusive opportunities that put each owner in a league of their own around the entire globe.
After their initial fitting, Series I owners are presented with their first “Gifts of Luxury” in the form of 18k Gold encased Vicuña cufflinks, as well as a Series I coffee book on the history and making of the production. The ensemble also includes 3-day VIP access to our Art Basel events, which provides access to our members-only booth and private social sessions. Additionally, as Daniel Ashley co. Textiles continues to develop fibers for Series II, III, and reserve projects, Series I owners will gain the opportunity to expand their collection with exclusive component upgrades that reduce the number of owners in the world from 10 to 1.
Social Aspect: Is there a social or community-driven component to Daniel Ashley co.? How do you foster connections and networking opportunities among your members?
A members-only brand would certainly be remiss if it did not provide its members with unique opportunities to meet and interact beyond the club. Daniel Ashley co. is founded upon the concept of exploring the very pinnacle of a particular crafting, and inevitably meeting with the select few that harbor a similar appreciation. Curating the optimal environment for such meetings is a commitment Daniel Ashley co. takes incredibly seriously, devoting an entire division to preparing lifestyle experiences and collaborations.
Currently our most formal Daniel Ashley co. Lifestyle offerings include the “World of Fine Fibers” and “Pinnacle of the Senses” experiences. These curations allow existing and prospective members to engage with the most premier fibers in the world, many of which have not yet been incorporated into a Daniel Ashley co. offerings, as well as a number of adjacent ultra-luxury brands that invest a similar commitment into the refinement and experience of their craft. By growing the knowledge, experience, and network of Daniel Ashley co. members, we reciprocally invest in their personal and professional development.
Background and Experience: How has your previous experience in previous roles or industries informed your approach to launching and managing [Club Name]? What lessons have you carried over from your past endeavors?
My experience in the fields of materials science & engineering as well as pure mathematics certainly have a number of profound impacts that continue to resonate with me and the general Daniel Ashley co. operating methodology! One of the greatest lessons that I have learned from my experience in industry is effective product management, starting with a complete conceptualization of the components involved, teams required, and start-to-finish mapping of how each component and associated projects fit together in order to achieve a greater vision, which itself is a driving force for subsequently greater initiatives. The underlying methodology behind operating Daniel Ashley co. is to create a vineyard, not a tech company, as in a structure from foundation to the customers that build a lifelong and even multi-generational relationship with the brand. Before any decision is made, let alone product conceptualization, the ultimate question we ask is: “How will this affect the company in 10 years, 25 years, and further out?”
Additionally, my experience with problem solving in both the most applied as well as theoretical scenarios have formalized my approach to deconstructing the constituent parts that comprise a given problem. With our collections, the question of truly crafting a record-breaking ensemble requires breaking down each possible component and considering every conceivable variant to evolve a piece of luxury fashion into a timeless artistic experience.
Day-to-Day Responsibilities: What does a typical day look like for you as the founder of Daniel Ashley co.? How do you balance the various responsibilities of running such an exclusive and dynamic business?
Each day is truly different, and comes with its own set of events that range from relatively local meetings within SF/LA and international video calls, to cross national and international trips to meet with clients, partners, artisans, media, etc. The greatest analogy I have come up with for the experience of running Daniel Ashley co. is a combined version of stacking Dominoes and playing Chess, where as carefully crafted situations must be successfully navigated to be positioned in order to knock down, or open up the possibility for, greater milestones which themselves must be navigated often in parallel. The beauty is that we have a multi-year to multi-decade expansion plan in place, for which there leaves very little room to sit back and wonder what to do next! We are currently at the forefront of combining the experiences of ultra-luxury fashion, artistry, and lifestyle, which continues to open up more opportunities than we can dedicate sufficient world-class attention to at once, so the entire team and I constantly work diligently to elevate our current projects to the maximum in quality, construction, engagement, and emotional persistence, while also keeping a keen eye out for the right opportunity to take on that continues Daniel Ashley co. towards our growth plan.
Ideal Members-Only Club: In your view, what defines the best members-only club in 2024? How does Daniel Ashley co. embody or exceed these qualities?
The best members-only clubs across any sector in ultra-luxury space most focus on the elements of: Exclusivity, Artistry, and Vision. Members-only clubs require more than an engaging experience, they must be guided by a purpose that the founders and early adopters are committed to seeing through. Equipped with a daring and impactful enough vision, the motivation to refine and carefully curate every aspect of the member experience naturally produces a unique atmosphere and following that can be incredibly challenging to replicate.
For Daniel Ashley co., we are adorned with a mission to extend the coronation process to the new generation of royalty. By exclusively working with a symposium of globally recognized artisans to craft each record–breaking ensemble, Daniel Ashley co. provides titans of industry, direct noble lineage, and truly influential individuals with experiences as greatly sought after and meticulously refined as they are.
Philanthropy and Giving Back: Are you or Daniel Ashley co. affiliated with any philanthropic causes or charities? How does giving back play a role in your business model?
Transparency over every stage of the crafting process is the foundation for how a fashion house can demonstrate its true commitment to sustainability. By working with world-class institutions that incorporate sustainable practices into each aspect of their processes, Daniel Ashley co. commands a global effort to craft productions of unparalleled craftsmanship that they persist for generations.
In addition to investing into the R&D of upcycled natural fibers that are produced from fibre that would otherwise become waste, Daniel Ashley co. leads a movement in antithesis to the current fast fashion movement, by crafting each piece with the motivation of producing timeless art. Series II blends both of these elements with the creation of the World’s Finest Polo, consisting of 13.2 micron sustainable fiber and pure platinum components in the garment alone. The full ensemble utilizes a grand effort that scales numerous continents, and allows for multigenerational artisans, many dating back multiple centuries, to continue practicing their specialized craft in an increasingly unsustainable world.
Daniel Ashley co. is committed to supporting the sustainable artisans at the pinnacle of their field, and allows their combined efforts to have a greater global impact on sustainability than the sum of their efforts separated.
Current Offerings: Can you describe some current product or service offerings available to your members? Are there any recent additions or upgrades that you're particularly excited about?
Series I - 10 Productions
Crowned by Robb Report Italia as “The World’s Most Exclusive Boxers”, Series I by Daniel Ashley co. blends ultra-luxury lifestyle and bespoke fashion into 10 productions of timeless art. Encased in solid Nero Marquina marble and crowned with a bronze vicuña statue, the final vicuña production is complimented with a solid 18k gold button affixed into the vicuña with 24k gold thread. The full ensemble is accompanied by a pair of matching gold vicuña cufflinks and a Series I coffee table book. Crafted in Bergamo, Italy, exclusively for the most discerning connoisseurs, Series I enables owners to enjoy persisting benefits from Daniel Ashley co. such as VIP Event Passes, private Piece Unique fiber productions, and Daniel Ashley co. Lifestyle & Textile invitations. Series I is being released throughout 2024 exclusively to a highly select pool of Daniel Ashley co. members, with 3 of the productions currently reserved for Robb Report collaborations.
Upcoming: World’s Finest Sunglasses - 15 Productions
In a worldwide collaboration debut, the Harrod’s recognized ultra-luxury sunglasses maker Leisure Society is partnering with the members-only bespoke fashion house Daniel Ashley co. to produce a limited 15 production series of the “World’s Finest Sunglasses”. Crafted from the most prestigious metals, engraved and numbered for each client, and encased in a custom marble box produced in Carrara, Italy, each production fulfills our commitment to elevating functional fashion to the level of timeless art. Leisure Society founder Shane Baum spent decades researching how to make the optimal sunglass lens, and years after perfecting the art of frame crafting. A staple amongst celebrities and professional athletes alike, Leisure Society is receiving the Daniel Ashley co. enhancement that elevates the collaboration pieces into ultra-luxury timeless art.
Upcoming: Series III - 20 Productions
Completing the record-breaking “World’s Finest Homewear” collection by Daniel Ashley co., Series III establishes itself as a global luxury ensemble in every component of its construction. From the Daniel Ashley co. exclusive Super 220 Hybrid fiber and pure platinum buttons crafted in Italy, to the platinum thread, legendary blue Sodalite, and Royal Merino bronze statues, Series III stands as testament to the pinnacle of not only bespoke fashion, but also luxury lifestyle. This legendary conclusion to the debut collection by Daniel Ashley co. will comprise of 20 bespoke productions and is planned to be available for members by the end of 2025. Accommodations can be made to establish a preferred tailor network in order to provide interested clients with the ultimate pinnacle of luxury experience anywhere in the world.
Future Vision: Where do you see Daniel Ashley co. in the next five years? What are your goals for growth, and how do you plan to evolve the club to meet the changing needs of your members?
The future of Daniel Ashley co. is already well underway, with a focus on growing vertically and horizontally across the ultra-luxury sector. By solely concentrating on serving the most refined and experienced connoisseurs, Daniel Ashley co. is developing an increasingly state-of-the-art expertise in Bespoke Fashion, Ultrafine Textiles, and the Private-Event space. Over the course of the next 5 years, The Apparel division will continue to produce legendary innovations in the ultra-luxury fashion space that challenge both the material composition, and presentation of prize worthy productions. Additionally, all fibers utilized by Daniel Ashley co. Apparel should be sourced from Daniel Ashley co. Textiles, which provides access to reserve batch productions of the most recent ultrafine fibers to a tightly controlled network of Royal Partner brands. Promotion and physical activation of these divisions will be furthered by the exclusive event curations hosted by Daniel Ashley co. Lifestyle, which will not only scale up its international operations to offer Daniel Ashley co. events around the world, but will also open up the door for culinary collaborations as well as ultra-unique real estate opportunities. By reinvesting into our understanding and internal capability to serve the needs of the most influential clients in the world, we will continue to grow in our functional capacity as the long term relationship with our clients continues to develop as well.