D.A.Y is a London-based boutique offering Scandi-inspired clothing and accessories from all around the world. Boutique owners and sisters Disha, Apee and Yukti handpick each brand they stock, working hard to create a warm and welcoming shop atmosphere where shoppers can come for styling advice. The vast range on offer features a mix of carefully selected, under-the-radar brands that are affordable, sustainable and unique.
"We want shopping at D.A.Y to be an experience where you will feel welcomed, enjoy browsing and discover a brand you didn't already know. We always strive to greet you with smiling face and are here to offer any styling advice if you would like it! "
D.A.Y is the passion project of 3 sisters Disha, Apee and Yukti - the foundation of our store name! We grew up in a shop environment with our parents who ran a store for 40+ years, so we are continuing their legacy in a slightly different direction of fashion. Each of us come from a fashion & marketing background, so we wanted a space to curate the brands we love, as well as support the local community and independent designers in Peckham and South East London, where we live and work. We feel our happiest at D.A.Y and are lucky to do it together!
In the meantime you can find more of our best boutiques here.