About

Encouragement over competition
Polaroid taken in 2007 when Ashley & Laura decided to start the brand. They are both based in the fashion district of downtown Los Angeles.

Polaroid taken in 2007 when Ashley & Laura decided to start the brand. They are both based in the fashion district of downtown Los Angeles.

 
 

WE INTRODUCE

The most prevalent contemporary street style in women’s apparel through an arrayed presentation of uninhibited fashion-forward street wear.

WE ATTRACT

A global community of tastemakers, artists and powerhouse women alike.

WE EMPOWER

The fashion industry with a lifestyle comprised of girl power and leading-edge street style.

Dimepiece is an international style source and lifestyle brand that unequivocally encourages charismatic street style and unapologetic boldness in women’s apparel. Founded in 2007 in the heart of Downtown Los Angeles Fashion District, co-creators Ashley Jones and Laura Fama’s charismatic vision quickly transformed into the go-to brand for girl power and urban silhouettes among international trendsetters. Dimepiece pays homage to the city it was born in; personifying street wear’s objectified attitude, and its legacy of resistance, as well as providing an influential voice for women’s evolving role in society. Dimepiece venerates the fresh space Los Angeles provides for their global youth, alongside its ungentrified neighborhoods that keep Los Angeles street culture alive and authentic.

What began as a small graphic t-shirt collection has evolved into one of the only leading women’s contemporary streetwear label’s around. Now in its 10th year, Dimepiece adds another solid installment, from influential to unstoppable, as international tastemakers Nicki Minaj, Cara Delevingne, Rihanna, Miley Cyrus, Selena Gomez, Willow Smith, Ellie Goulding, Jourdan Dunn, Jessie J and Katy Perry, among many, have emerged as fans.

Recent press URL for DimepieceLA
Dimepiece LA Founders Laura Fama and Ashley Jones on Staying True to Your Roots
Apartment Therapy: Modern Eclectic Vibes Home of Dimepiece LA

OUR timeline⌛️ 

2007: Two girls with one charismatic vision set up shop in a spare bedroom in Rancho Cucamonga, CA. The single computer in the room became the means their message, the entertainment center became their pseudo warehouse and the 80 square feet they had to work with became the birth place and nest of what was to become one of the biggest internationally known women’s street brands to exist.

2008: 12 t-shirts later, they move to downtown LA.

2009: 48 t-shirts later, they fly to NYC and shoot their first brand ambassador model/singer Cassie and setup their warehouse in Ashley's living room. Puff Daddy calls via phone to congratulate our new successes.

2010: Japan! They collaborate with Joyrich Clothing and travel the globe on a business tour and come back as legit business women. Grind time!

2011: Dimepiece moves into a full functioning design & work space in the fashion district of DTLA. 

2012: They expand the brand into cut & sew, knowledge of the brand begins to grow worldwide. They coin and trademark the phrase "Ain't No Wifey" and the design spreads like wildfire. 

2013: Major celeb support and press takes place! Paparazzi pictures of Rihanna, Cara Delevigne, Nicki Minaj, Kylie Jenner, Miley Cyrus all wearing Dimepiece. 

2014: 130,000 units of clothing and hundreds of styles later they reach 200 retailers across the globe and a fan base of a quarter of a million worldwide. Damn!

2015: Dimepiece puts 87 years young Baddie Winkle on a massive billboard at the exit of the Coachella music festival. Rihanna wears Dimepiece on the cover of Vogue's best fashion moments. (Jaw Drops)

2016: Dimepiece opens it's first retail store in downtown.

Michelle Obama & Missy Elliot speak at International Women's Conference and wears Dimepiece top at SXSW festival. Epic Goals! 

2017: They coin the phrase "Encouragement over competition". The story continues...