There’s a particular kind of magic to brands like Dôen—ones that makes getting dressed feel romantic, easy, and never overthought. In a world in which we’re all faced with a bland sort of decision fatigue, isn’t it nice to have something to wear that manages to be both simple and glamorous all at once?
Founded in 2016 by sisters Margaret and Katherine Kleveland, Dôen was built on a simple but refreshing idea: clothing for women that feels beautiful to wear in real life. The women-led label champions thoughtful craftsmanship and inspired-by-California nostalgia—think flea market treasures and cottagecore nostalgia. Over the years, the brand has expanded to major retailers like Nordstrom and Net-a-Porter—plus two sell-out collaborations with Gap—yet it has never lost sight of its original vision of a collection that feels personal and timeless, rather than rooted in the trend cycle.
The Doen-Inspired Edit:
What I think makes Dôen especially compelling is that it really operates at two speeds. There are the romantic, heirloom-leaning pieces (lace-trimmed dresses, floral blouses, smocking, ruffles, volume) and the clean, streamlined staples (great knits, denim, simple cotton tops, chore jackets) that ground a wardrobe. Most of us fall for both—and it’s that balance that makes the brand so wearable.
Of course, part of being a Dôen fan is craving more of that “I’ll wear this forever” feeling. And the good news? There’s a growing wave of labels that live in adjacent or complementary corners of the same dreamy universe—each with its own take on nostalgic femininity, craftsmanship, natural fibers, and that romantic-but-real-life-friendly charm.
Below, a few brands that beautifully complement a Dôen-loving wardrobe—each distinct in point of view, but all carrying that same magnetic, timeless energy.
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Imogene + Willie
Imogene + Willie taps into Dôen’s California-girl sensibility—the denim, the soft tees, the “easy but intentional” basics that anchor a look. The palette is grounded, earthy, and endlessly mixable, much like Dôen’s everyday staples. Come for the denim and casual classics, stay for the loungewear and relaxed, sportswear pieces that slot right into that unfussy, quietly cool vibe.
Madewell
Madewell proves you can channel that Dôen-esque romance without wandering far from your favorite mall brand. Picture winter-ready chore coats, lace-trimmed blouses, ruched dresses with a hint of Parisian charm—and, of course, denim like the brand’s new vintage-inspired flare that’s not overly flare-y. An idyllic little lineup that carries you from a bundled-up espresso under café heat lamps to a candlelit dinner with friends—unfussy, softly nostalgic, and full of the easy charm Dôen lovers always gravitate toward.
Jenni Kayne
Jenni Kayne nails that laid-back California refinement—pieces that feel simple at first glance but instantly become staples. Most fans are won over by a single knit (the Cashmere Cocoon Cardigan has a reputation), and from there the universe expands: the soft suede jackets, the perfectly broken-in chore coats, the nubby Teddy layers, the winter-anchoring sweaters. Everything is textural, wearable, and quietly elevated. If you love Dôen’s unfussy romance, Jenni Kayne brings the grounded, cozy balance—the pieces that tie a whole wardrobe together without ever overthinking it.
Buck Mason
Buck Mason leans into California heritage in a way that echoes one of Dôen’s core sensibilities—but through a more Americana lens. Expect rich knits, beautiful denim, tweedy blazers, and outerwear that feels like enduring classics without the frill. It’s a natural complement to Dôen’s pragmatic side, especially if you love leaning into that West Coast-meets-countryside mood.
Sea New York
Sea New York leans into the ultra-feminine, vintage-tinged romance Dôen fans love—but with a quirky, craft-driven twist. Lace collars on puffers, heirloom-like balaclavas, ornate crochet, and heritage Fair Isle knits bring a sense of whimsy without ever feeling precious. The mix of darling details and workwear-inspired utility keeps everything grounded, creating that sweet spot of feminine charm and relaxed ease. Pieces like the lace-trimmed puffer, balaclava, lace dress, Fair Isle pant, embroidered lace top, and heart-argyle cardigan from the new arrivals section capture this perfectly—nostalgic charm made wearable for real life.
Mirth
Mirth delivers on a similar artisanal craftsmanship level with pieces that feel textural, and a little statement-making. The brand excels at those effortless silhouettes you reach for often—but elevates them with hand-smocking, appliqué, and thoughtful fabric work that give each piece depth. It’s that same relaxed romance Dôen fans love, expressed through both texture and print. I’m especially drawn to their knitwear: sculptural stitches, subtle volume, and grounded tones that style seamlessly with denim or romantic separates. Even their simplest designs are finished with surprise-and-delight details, making the label a go-to when you want something relaxed, but with that special, heirloom-worthy touch.
J.Crew
J.Crew taps into the Dôen-adjacent magic—especially with its new holiday lineup, a full-on Fair Isle fest of crewnecks, cardigans, and oversized pullovers, plus collegiate-inspired plaids, bow-adorned party dresses, and the kind of classic boots that ground the whole look in unbothered fashion suited to both city commutes and winter holidays in the mountains.
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