The Origin Story and Brand Philosophy
In May 2017, designer Davin Gentry launched the experimental streetwear brand, Diet Starts Monday (DSM), inspired by a text message joke about procrastinating a diet. This seemingly casual origin story encapsulates the brand's core philosophy: a playful rebellion against conventional ideas and a call to action. Gentry, originally from Kentucky, started his journey by hand-painting t-shirts to create unique pieces, a testament to his creative and independent spirit that continues to define the brand today.
DSM's name is more than a joke; it's a mantra. It playfully subverts the idea of putting things off, instead encouraging a mindset of spontaneity and following through. This "act now, not later" ethos is woven into the brand's fabric, from its bold, vibrant designs to its collaborative ventures. It's a brand for those who don't wait for the 'right time' but create their own opportunities, making a statement with their unique style rather than following trends.
Signature Style and Product Offerings
Diet Starts Monday's aesthetic is built on unique, eye-catching graphic designs, witty slogans, and a vibrant color palette. The brand takes everyday staples like t-shirts, hoodies, and sweatpants and transforms them into statement pieces. DSM uses high-quality materials to ensure comfort and durability, bridging the gap between casual wear and elevated streetwear.
Key Product Categories
- Graphic Tees: The cornerstone of the brand, featuring bold graphics, slogans, and artistic prints that are often witty or provocative.
- Sweatshirts and Hoodies: Comfortable, premium fleece items that carry the brand's distinctive graphics and offer a laid-back, yet stylish look.
- Outerwear: This includes items like jackets and windbreakers, which incorporate the brand's unique designs into functional, fashionable layers.
- Bottoms: An assortment of sweatpants, shorts, and jeans that complement the tops, often featuring custom prints or brand detailing.
The Collaboration Culture
DSM has built a reputation for successful collaborations with other brands and creatives, expanding its reach and cementing its place in the streetwear world. These partnerships allow the brand to experiment with new styles and reach different audiences, all while staying true to its core identity.
Notable Collaborations
- Sneaker Politics: A well-known sneaker boutique that has featured DSM collections, demonstrating the brand's ties to the sneaker and streetwear community.
- Other Streetwear Labels: Partnerships with other independent labels like Five Four and Menlo House have helped cross-pollinate fanbases and create unique capsule collections.
Diet Starts Monday vs. Other Streetwear Labels
To understand what sets Diet Starts Monday apart, it's useful to compare its approach to other established streetwear brands. While many focus on minimalist aesthetics or luxury hype, DSM leans into a more personal, artistic, and fun-loving identity.
| Feature | Diet Starts Monday | Traditional Hype Brands (e.g., Supreme) | Established Streetwear (e.g., Stüssy) |
|---|---|---|---|
| Core Philosophy | Rebellion against procrastination; acting on ideas spontaneously. | Building hype through limited drops and exclusivity. | Authenticity rooted in surf and skate culture history. |
| Aesthetic | Bold, experimental, and often humorous graphic-heavy designs. | Iconic box logo and collaborations with famous artists and brands. | Classic, recognizable graphics and a more relaxed, heritage look. |
| Product Focus | Broad range of casual apparel with a graphic-driven approach. | Highly sought-after items, often with a focus on scarcity and collectability. | Consistent quality with a focus on core pieces and iconic logos. |
| Target Audience | Individuals who value creativity, individuality, and a casual, laid-back style. | Dedicated collectors and brand enthusiasts who follow drop culture. | Fans of classic streetwear with a history in youth subcultures. |
| Accessibility | Available through their own website and select online retailers like Nordstrom and boutique shops. | Primarily sold via their online store and brick-and-mortar locations, known for long lines and fast sellouts. | Widely available through various retailers and their own stores. |
Diet Starts Monday's Online Presence
In addition to their fashion line, Diet Starts Monday maintains an active and engaging online presence that furthers their brand story.
Platforms and Community
- Instagram: DSM utilizes Instagram to showcase new collections, behind-the-scenes content, and to connect with their followers through visually-driven posts.
- Podcast: The brand hosts a podcast that focuses on storytelling and highlighting individuals making a positive impact in various fields. This expands their message beyond clothing to inspire and connect with a broader community.
- Website: Their official e-commerce site serves as the central hub for shopping the latest collections.
The Message Behind the Brand
At its heart, Diet Starts Monday is a brand about seizing the day. The message is to stop waiting for a perfect moment and to take action now, whether it's related to style, personal goals, or creative endeavors. This anti-procrastination mantra, derived from a humorous origin, serves as a powerful and relatable message that resonates with a modern audience. By celebrating individuality, experimentation, and a commitment to action, DSM has built a loyal following that goes beyond just the clothing itself. The brand represents a lifestyle that embraces creativity and rejects the mundane.
Conclusion
What is Diet Starts Monday brand? It is a contemporary streetwear label built on a foundation of humor, creativity, and a spirit of anti-procrastination. Founded by Davin Gentry in 2017, the brand is defined by its experimental graphic designs, high-quality casual apparel, and its message to take action today. Its collaborative spirit and community-focused online presence have solidified its place in the modern streetwear landscape, proving that a lighthearted name can carry a powerful and inspiring message. DSM stands out by prioritizing individuality and bold expression, making it more than just clothing, but a lifestyle choice for those who dare to be different. For more insight into the founder's journey, you can listen to interviews with Davin Gentry on platforms like Spotify.
