Dala: Fitted by SOJO

We’ve partnered with SOJO, the clothing alterations and repairs platform helping you love your item for longer. SOJO is on a mission to build a sustainable fashion future, seamlessly fitting into lives so we can all find a better fit. With 92 million tonnes of waste every year, fashion is moving too fast. We need a fit where clothes are right for our bodies, our style and our values. No more water waste, careless carbon emissions, or clothes that boomerang from factory to landfill. Here at DALA we know that everybody is different so if our measurements don’t quite work for you then why not opt-in and have your item tailored for the perfect fit. It’s as easy as: 1. Order - Book a collection here using your order number when your item arrives. 2. Match or Pin - Match the desired length or fit to an existing item in your wardrobe or pin it yourself using our ‘how to’ videos. 3. SOJO Delivers - Sojo’s riders collect and return the tailored item to your door in 3-5 working days. DALA will partially cover the cost of service as part of our commitment to our customers and our environmental impact, as tailoring with SOJO will also help reduce our carbon footprint. Tailor Now.


Our favourite thing about denim is that over time, it tells the story of the wearer through the changes in the garment. Does storytelling play a big part in your work? In my work I think I’m interested in subsequent images having an effect on each other, but I’m not trying to tell the stories of my subjects in a linear way, I’m more concerned with the mood of an instance. How do you go about choosing the colours in your work? Do you find yourself dressing in similar moods or colours to the pieces that you're working on or do you like to dress as more of a blank canvas? I usually dress in black and jeans. My work is more ‘girly’ in my colour palette . I guess my work is where the colour comes out more. The expression I find in wearing clothes comes from how they make me feel and move. You're off to Mexico city in a few days, what is it about the city that keeps drawing you back? The every-day of Mexico City makes me more present than in London. It's chaotic but there’s a better sense of people living their day-to-day life, interacting with each other. In London, as a painter, I can sometimes spend whole days only speaking to the robot at a supermarket checkout. Like Philip Larkin said, ‘days are where we live’.

Do you find that travel is important to your work and the stories you want to tell people? Travelling gives me a chance to re-address my practice. I enjoy painting new people from life, with that person right in front of me, talking. This gives my work a sense of intimacy which drawing alone in the studio, nostalgically, delivers differently. Travelling normally means finding new artists, like Greg Bailey and Kimani Beckford who I just discovered whilst in Jamaica. You have such a chilled energy, do you have any rituals or routines that help you stay in the moment? I enjoy running a lot and spend quite a lot of time alone. I think the lucky thing about being an artist is how changeable days can be; that probably keeps me present and there's no routine to rely on really. What inspires you most? At the moment, William Blake and Olivia Laing. Do you have any favourite spots in London? Brockwell Lido and the Barbican. If you could pick the soundtrack to your life so far what would it be? I always go back to the album Loaded by The Velvet Underground.


Imagine Dala is a space for interpretation. We aim to talk to like-minded denim wearers, people for whom lifestyle is more important than trends; consumers who value diversity, inclusion, and sustainability.  Vicki King, the photographer from Collection 001: “I could sense straight away from seeing the garments and the vision of the brand that Dala are led by an intelligent sense of form, colour and texture and how all those elements can work in harmony with both the body and through image making. These are things I am always keen to explore in my own work, so I felt a strong connection to their creative direction.” Collection 001 was supported by- Photographer- Vicki King Styling & Creative Direction- Alexandra Bickerdike Casting- Abi Corbett HMU- Claire Urquhart #IMAGINEDALA