💜 about dbc 💜
✨ Dumb Blonde Club was founded in 2019 by myself - Chloe & I am a fashion design graduate.
✨ I am currently a one woman brand, but it is a goal of mine to create a diverse team as my business grows.
✨ All items are designed by myself alongside my amazing designer Laura, meaning they are completely unique and exclusive for DBC. There is also no AI references or tools used throughout all aspects of my business as I am pro creatives and designers.
✨ Everything is embroidered, created and packaged in my little studio in Hertfordshire, UK.
✨ Made to order means no mass production & this helps eliminate wasted products.
✨ Clothing items are currently available in unisex sizes S-5XL, and typically have an oversized fit. Sadly not every colour goes up to a 5XL but all individual listings explain those in more detail, and you can also check the size and colour guides.
✨ Orders are sent out in eco friendly packaging meaning they can be recycled. The compostable bags that your clothing items in can go in your food waste, recycle or compost bins.
✨ The name may seem silly, and trust me since 2019 I have had some interesting comments made, but the name is essentially a joke towards the stigmas I have faced in the fashion industry along with being blonde
✨ When it comes to owning a brand and having a platform, people have always advised me to stay silent on political discourse. This is something I refuse to do, and I want my views to be absolutely clear to all. Whilst I appreciate this is a business, it is also a safe space for people in marginalised communities, and not a safe space for those who spew and believe hateful and discriminatory rhetoric. Dumb Blonde Club is pro-choice, an ally of the LGBTQIA+ community, pro black lives matter, pro immigration, anti ICE, anti fascism, and believe that every country should be free and never under occupation. One of my goals is to create more charity collections so proceeds go to a variety of different charities alongside the Palestine and Eid collections. I will always use my platform to bring awareness and attention to situations where people may not be able to use their voices. It is important to me to use my platform and brand I have created for good, and if you don’t agree with that then it is perfectly fine but I stand by my views and morals and believe that spreads throughout the work I create.
✨ My clothes have no gender, if you like it - wear it.
Although DBC is now mainly a bookish business, I also still have regular products for everyone, even if you’re not a reader!
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The DBC Ethos 🪴
Dumb Blonde Club is a one woman “slow fashion” brand, which also sells cute bookish stationery and accessories. The clothing items are embroidered in my little studio in Hertfordshire. All of my items are made to order meaning there is no mass production which eliminates waste like we see in fast fashion companies. Obviously no brand is perfect, mistakes happen and item’s can get damaged during production, but I don’t ever throw those items away, they are saved, cut up into scraps and used to test out new designs for future collections.
I grew up in the generation that loves fast fashion, it was amazing how you could order something at 10pm and it arrived the next day, what a great idea - or so I thought. As I have got older and grown as a brand, I have become more educated on what is happening to our planet. I have realised that fast fashion is not amazing, and the wear once and throw it away mentality is frightening. If you are new to DBC and didn't know, I started as a festival brand and realised with festival fashion a lot of my items were only worn once and then put straight up for sale and some could have potentially just been thrown away. Don’t get me wrong I am glad the ones going up on sale are going to a new home but this is not want I wanted as a brand. I want to made good, high quality products that will last you YEARS, lets normalise wearing things more than once. Your DBC goodies are posted to you in fully recyclable, compostable and eco-friendly packaging. Items are sent out in packaging that is recyclable and the clothing items are sent in fully compostable packaging meaning you can pop your used DBC parcel bags into your food waste, recycle or compost bin! 🪴
Dumb Blonde Club is size inclusive, all clothing items are available in unisex S-5XL. My hope is for everyone to be able to wear my sweatshirts and t-shirts and feel the best versions of themselves. I want to give you full transparency that not every colour is available up to a 5XL but this is something I hope changes, and I will keep searching for alternatives.
Finally, something that is very important to me and something I deep down know I haven’t done enough of is using my platform to discuss the topics of the world.
When it comes to owning a brand and having a platform, people have always advised me to stay silent on political discourse. This is something I refuse to do, and I want my views to be absolutely clear to all. Whilst I appreciate this is a business, it is also a safe space for people in marginalised communities, and not a safe space for those who spew and believe hateful and discriminatory rhetoric. Dumb Blonde Club is pro-choice, an ally of the LGBTQIA+ community, pro black lives matter, pro immigration, anti ICE, anti fascism, and believe that every country should be free and never under occupation. One of my goals is to create more charity collections so proceeds go to a variety of different charities alongside the Palestine and Eid collections. I will always use my platform to bring awareness and attention to situations where people may not be able to use their voices. It is important to me to use my platform and brand I have created for good, and if you don’t agree with that then it is perfectly fine but I stand by my views and morals and believe that spreads throughout the work I create. I am learning more and more everyday about the issues of climate change and what it is doing to our planet so I will be addressing this more moving forward. Alongside this, equality is something I feel very passionately about in life and try to promote throughout my business. As I said before I know I haven’t discussed issues enough but I have always used my platform and will continue to do so more often to shed light on situations that need talking about. Although I am not in a position to hire anyone permanently, I will always create workspace opportunities where I can, such as modelling jobs. Love will always win.
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The DBC Story 📚
Hi friends, I’m Chloe the founder, designer, creator and just about everything-er behind Dumb Blonde Club! I created the brand in 2019, and wow it has been a journey! If you’re an OG you will remember where it all began, but if you’re new let me tell you the mini story of DBC. This brand essentially began with a pair of two toned mesh flares that I made for one of my friends - people seemed to love them so I started a depop page and Dumb Blonde Club was born. Entering the fashion industry after graduating from university was so tough, no one seemed to be willing to give me an opportunity due to my lack of experience in the industry - so I made my own.
As the two tone flares were so new to the festival world it snowballed and I soon became a festival brand, launching lots of different funky collections. Then the dreaded 2020 happened - covid hit and everything was cancelled. Despite how bad this was on my business, on reflection it was an opportunity to expand and see where I could take it which led to loungewear sets. Fast forward to October 2020, I decided to take the plunge and invest in my first embroidery machine. The first collection launched in November and it has grown so much since then, and helped create the core staples you see at DBC like the logo sweatshirt, the Charlie and the beloved Lottie.
In late 2022, I ended up finding my love again for reading and getting lost in the stories created by so many incredible authors. When it came to trying to find bookmarks I wanted to use, I could see what I wanted in my head but they just didn't exist! This is where the first batch of designs were created, I worked alongside a freelance designer who helped bring my vision to life. It started with 8 designs: romance, cowboy romance, small town romance, sports romance, classic romance, spicy romance, fantasy and crime n' thriller but has grown so much that there are now over 50 designs in a variety of genres, seasons, and officially licensed by authors - more to come in 2026. I also have stickers, kindle and kobo inserts, scrunchies, book baskets, tee's, totes and sweatshirts! Although DBC is not completely bookish, a lot of the products are related to reading as that is where my passions do lie however there are still lots of products and designs for the non readers and I want to keep growing these.
Now you may be wondering about the name, let me explain..
"Dumb Blonde" is a well known saying that implies all blondes are stupid. The name "Dumb Blonde Club" stemmed from this but also from my fashion degree. There is quite a negative approach towards creative courses and I wanted to play on that, essentially making a joke of it.
Here at the dumb blonde club we do not discriminate due to hair colour, so wherever you are, whoever you are - come join the best club around.
So, that’s the story of DBC so far! I am so excited to see what’s going to happen next. Make sure you are following @thedumbblondeclub on Instagram and @dumbblondeclub on TikTok so you can keep up with my journey, it will be so fun to have you!
