This profile is part of the Glossy Pop guide to influencer-founded brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media.
In 2011, Danielle Berstein started her street style blog, WeWoreWhat, to provide a daily source of outfit inspiration. She then flipped the camera and started photographing her own style, turning WeWoreWhat into a personal-style blog. After launching various collaborations in categories including swimwear and denim, Bernstein decided to launch her own fashion brand. By 2020, WeWoreWhat was offering denim, swimwear, activewear and dresses, among other styles. In response to the pandemic, Bernstein also launched WeGaveWhat, raising over $80,000 for frontline workers and small businesses.
Platforms: Bernstein’s Instagram; ShopWeWoreWhat’s Instagram
Briefly, what are you known for/how did you grow your following:
Almost 11 years ago I started WeWoreWhat as a street style blog to provide a daily source of outfit inspiration for what should be the easiest part of your day – getting dressed. I flipped the camera around and started photographing my style, which is when WeWoreWhat switched over to a personal style blog.
What (is the product):
The WeWoreWhat brand started with a line of overalls and a collaboration for swim, which has turned into our best-selling category. Since then we have expanded to active, intimates, ready-to-wear and more to come soon. We focus on quality and fit first, introducing one category at a time so that we perfect it first.
Where (is it sold):
The brand is sold direct-to-consumer, as well as wholesaling with retailers around the world, like Revolve, Shopbop, Intermix, Urban Outfitters, Bloomingdale’s, Selfridge’s, to name a few.
Why did you decide to bring a brand into this crowded marketplace/what makes the brand different:
When I started the brand there was a space in the market I knew I could fill for product that was the perfect mix of relatable and aspirational, trend-focused but with classic fits, and high quality but at an affordable price point.
Fun fact (about the brand):
Our team is 100% female
Best seller:
Our cowhide bikini
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