Denyzen

Denyzen is an apparel business. It captures ordinary monuments in photo-sketches of the city that go straight to the soul of the place. 

Job-to-be-done

Design and sell cool and unique city-themed t-shirts

my Role

Founder and owner

Results

Denyzen has sold hundreds of tees through boutiques, street markets and online stores

About

Denyzen produces well-cut, urban fashion designs that capture an insider lens of the city. For DC locals, Denyzen’s understated tees are the way to wear your pride-of-place every day. For out-of-towners, Denyzen ware makes for unique souvenirs you actually want to gift or wear.

Process

Denyzen grew out of my frustration of not being able to find a nicely designed t-shirt that interpreted my everyday built environment. It took me four months and more than 150 design variations to learn about what makes a commercializable t-shirt and get a handful of winners that people react to positively. Denyzen is mostly a one man show so I do everything, including photography, design, packaging, websites, sourcing, marketing, and sales.

Lessons

  1. There is a market for DC t-shirts that don’t just show famous monuments or sports teams. This customer segment wants to claim back DC as a city with its own urban identity.
  2. People are willing to pay above-average prices for unique apparel.
  3. Denyzen customers are discerning and this is a challenge for online sales, since they preclude touching the merchandise.

Outcomes

Denyzen has grown into a local brand. Its t-shirts sell in 2 retail stores and 2 online stores.