California Apparel News

Laura Glover designs understated knit tees that combine both comfort and style into one. Her Los Angeles–based brand, Daydreamer, features soft tees that combine effortless, California style with a rock ’n’ roll, bohemian vibe.

Daydreamer’s first customer was Urban Outfitters. Glover began an exclusive partnership with the mega retailer until early 2013. “We did really strong business with them and were the fastest-growing brand in the past 10 years,” she said.

The knit tops come in a flattering, loose fit that slims the body, Glover said. There are boxy-cut oversized tees, muscle tanks, boyfriend tees, cropped tops and dolmans that are perfect to pair with high-waist jeans or bell-bottom flares.

Graphic styles include a paisley calavera, or skull, design, diamond prints, a Hamsa hand, and Glover’s personal favorite, the “Champagne S’il Vous Plait” tee, which is inspired by her favorite drink.

Daydreamer also has a “thrashed” collection, which is treated to give the shirts a vintage look with tiny irregular holes and a soft, washed hand.

“We always introduce a new dye treatment each season, which are all hand-done—right now we have a bleach spot,” Glover said.

The collection also includes several dresses, bottoms and sweaters that coordinate.

Glover worked with a Los Angeles knit mill to create the buttery-soft rayon blend fabric used for the classic tees and the graphic styles. For the “thrashed” style, Glover uses a Supima cotton/Modal blend.

Glover recently landed the license to create an exclusive high-end collection that features the iconic Rolling Stones tongue and logo. She was given access to the entire archive of the Stones’ art to create the line.

“My concept was to create tees that were better than finding that elusive vintage tee,” she said, adding that her next music collection, which “is on its way to stores now,” will feature art from The Beatles archive.

There is also a woven top capsule that will be sold at Revolve.

Daydreamer is currently sold at Ron Herman, Fred Segal, Planet Blue, Nasty Gal Swell, Kitson and more than 100 boutiques in the U.S. and Canada, as well as at United Arrows and Journal Standard in Japan.

Wholesale prices range from $18 for the classic tank in solid colors up to $29 for graphic tees. The licensed Rolling Stones and Beatles tees are wholesale priced starting at $36.

In July, Glover will open a Daydreamer retail store in Palm Springs, Calif., which will carry exclusive Daydreamer merchandise.

For sales information, contact Ann Choi at info@markedshowroom or (213) 622-9760.