Daryl-Ann Denner, the $100 Million T-Shirt Queen

As part of our By women series – which highlights the Best products and companies belonging to women-We are talking to Daryl-Ann Denner, influencer and founder of the Bassinde Bassinde de Garde-Robe of three years nude. With this series, we‘RE is committed to giving founders who have 51% or more from their business a platform. This allows them not only to introduce their brilliant products to a large and potentially new audience, but it also helps you – the demanding buyer – take off the best things.

While the rest of us bought in the maniac whirlwind of microts that define in a post -comfortable world – Barbiecore RECMERS? – Staryl-Ann Denner quietly built an empire by doing the opposite: perfecting the bases. With its easy t-shirts, Slinky ribbed tanks and the kind of high-waisted leggings that make you question other pairs you have, Nuuds has quietly become a destination for people who include the advantages of building a solid fundamental cabinet.

Like other fashion brands that are built around the idea of “essential”, Nuuds has widened its offer to include more than heroes and tanks – shoppers can also collect living room clothes, pajamas, swimwear and light knitting. But unlike many brands that share its similar DNA, naked is not flashy or depends on the sale of sex. He has no campaign stars or controversial drops. It’s just very good, which in 2025 should be sufficient, right?

Founded in 2022, the idea of nuds was born as many successful brands are – with the desire to fill a personal vacuum. Denner, a teacher of high school chemistry has become an influencer who opted daily for a uniform of jeans and t-shirts, spent years looking for the perfect bases and fought to find pieces that correspond and flattered his body after pregnancy. And its followers engaged on social networks – more than 2 million – were granted, sharing their own experiences by trying to find essential elements of quality which correspond to a variety of bodies.

Thus, Denner took advantage of the comments and decided to create a one -stop shop for accessible and high quality staples. After 18 months of development, she launched Nuuds in October 2022. (If she was looking for validation, she found it when the six styles of the brand heroes sold in the first seven minutes.)

What makes the brand particularly unique is its approach to the community: Denner used its position as an ambitious but highly relatable influencer to build his business according to the contribution of his faithful suite, and each product and launch is always shaped by their comments and ideas. A reimbursed strategy, given that the company claims that 75% of sales are motivated by return customers.

Below, Denner talks about the challenges of starting his business, his morning routine, his productivity pov, and more.

Charm: You launched Nuuds in 2022. Why did you feel like it was the right time to launch a business when you did it?

Daryl-Ann Denner: I was creating content and I got involved with my subscribers for years, and I always thought that dressing every day should be simple. I am constantly looking for the best products and because I always listen to the comments of my community, I knew first -hand how difficult it was to find large bases that make people of all body types feel the most confident and the most comfortable. My family and I continued to say, “Why didn’t anyone do a t-shirt that suits us all?” The one who is actually flattering and high quality? ” Nuuds was born as an answer to this question. After 18 months of development, I launched in October 2022, alongside my husband and co-founder, Daniel. Each piece is carefully designed with the feedback and the support of the incredible very committed community that has been with me from the start.

Was it scary? What is a particular challenge you still think of?

Of course! It was terrifying. But I was ready to bet on myself. A challenge was that the day of our launch, ten minutes before the website was supposed to be put online, it stopped working. The web developers told us that he was going to take three hours to put him into service. We told them that they had had ten minutes. We had a declaration of public relations write, and we were so nervous, but they did it and we launched in time.

Do you think consumers care about who really has the companies on which they spend? Otherwise, should they?

I think yes. Or, I think they start. But everything is connected – because who is our team, our product is like that. And once people try it, they are obsessed. Our brand is built by real people, for real people. And while customers will choose to try the brands of people in whom they believe, I also firmly believe that the product talks about itself, and the product is the reason why our customers are coming back.