Based in the UK, Danni Dance is the founder + director of - T H E - H O S T A . C O M. Here Danni shares with us her experience + expertise in the luxury market, from designer to entrepreneur as she shines a light on the importance of smart + considered purchasing + how her time in the product development sector led her to set up her own business + brand..
HSF - Danni, tell us about your career to date, as a designer + entrepreneur..
DD - I worked for over 15 years as a bag Product Developer for brands such as COS, Hunter + Nanushka. Partnering with designers to establish Bag + Accessory collections for brands, manufacturing in Italy, Turkey + Vietnam. I loved my job + have met some of my closest friends during my career. I have so many amazing memories, a lot of travel, not only to the factories but also visiting Tokyo, NYC, Stockholm regularly for inspiration. I didn’t go to University, going straight into working for COS as the Accessory Buying Assistant when I was 21 years old, that was 15 years ago. When I joined COS it was pre launch + we didn’t even have a name. I learnt so much during that time. I have always collected vintage bags + had built up a network of specialist vintage dealers. When lockdown hit it made me pause + reassess. I was finding the constant need for newness in the fashion industry exhausting + unsustainable, the industry had gone from making two collections a year (S/S + A/W) to constant new drops. I also saw first hand the sustainability + ethical issues in the industry + wanted to make a change. I had always wanted to start my own business, so I set up The Hosta last year.
HSF - You’ve sold a few of my own pieces through your service which worked a treat + I’ve also purchased one of my own bucket list bags from you recently, but explain, if you would for those who aren’t familiar with the concept of The Hosta, what exactly it is you do..
DD - I sell vintage + preowned bags via the website T H E - H O S T A . C O M. It is a curated collection of bags that will stand the test of time. There are some great market places to buy vintage + second hand goods, such as Vestiaire Collective, but sometimes the choice is overwhelming + you can spend hours searching, plus you can wait for weeks for items to be delivered. All of our stock is available for immediate shipping, in the UK we ship via DHL next day delivery. I buy my stock from specialist dealers worldwide + also offer consignment. Consignment means that you can sell your bags with us for a low set fee of 30%. We pay for the collection of your bag + obviously photograph it, market + then if it’s not sold we return the bag to you free of charge.
HSF - How do you oversee the acquiring of new pieces + of course the authentication process of each?
DD - Prior to listing any items for sale on T H E - H O S T A . C O M, each of our bags undergo a detailed authentication process; this includes methodically inspecting each + every element of the bag including the hardware, stitching, material, symmetry, label, code, stamp + overall craftsmanship. We maintain an extremely high bar to verify each of our pieces as legitimate, comparing what we find with the respective designer’s established standards. If, throughout this process, we identify that part of a bags has been repaired, modified or replaced (+ is no longer original), then this will be noted in the product description. We have zero tolerance for inauthentic items. I have worked with factories in Italy that make for most of the brands that I sell. So I know instinctively what to look out for - from the smallest details such as choice of threads + stitch count, to linings + the way the bag has been constructed.
HSF - What inspired you to develop the brand?
DD - Lockdown forced me to pause + I realised I was physically + mentally exhausted. I was on a flight every other week and commuting from Sussex to London when in the UK. My son was about to start school + I wanted to be more present. I saved up to buy my first 10 bags + then it has just grown from there. I built the website myself, shoot all of the bags in a light box + then photograph each one on myself using tripods. This has enabled me to keep costs low so that I can focus on building stock. I am now up to 80 bags in stock, investing all profits back into the business.
HSF - What made you chose this over designing your own collection - especially with so much time in bag development over your career?
DD - The fashion industry is almost completely linear, with large amounts of non-renewable resources used to produce products that ultimately end in landfill or incineration. Disposable fashion puts significant pressure on non-renewable + threatened resources, especially water, as well as producing large quantifies of waste, a large degree of which, again, ends up in landfill or for incineration. I didn’t want to add to this + I saw first hand the financial cost of developing collections + I didn’t have the financial backing to be able to do that properly.
HSF - Famously, Chanel classics tend to increase about 3% year on year in value.. what other specific bags or brands tend to hold the most value over time?
DD - Chanel + Hermes are most definitely the brands to invest in. Always pick materials that last (leather) + neutral colours (black the most popular). The no brainer is always the Chanel Classic Double Flap, especially the earlier styles with 24k gold plated hardware.
HSF - Obviously sustainability is such an important aspect of your brand, how do you maintain a standard of eco-friendly principles + sustainability in the day-to-day running of the business?
DD - Our commitment extends beyond just the circular economy, + as part of our mission to further the cause of sustainability, we dispatch all of our orders in plastic free packaging made from recycled materials. This packaging can also be fully recycled. We don’t discount or participate in Black Friday sales. Fundamentally we believe that discounting is unsustainable as it encourages the purchase of items that people don’t need, we believe that this excessive consumption + overproduction significantly contributes to climate change. Instead, we price each of our items fairly, encouraging our customers to shop responsibly. We have fully offset our carbon footprint, including the footprint of the orders we dispatch + the full operation, through the planting of trees + contributions to climate crisis solutions via the company Ecologi.
HSF - Like you Danni, I’m a huge believer in buying better - investing in things that last + that stand the test of time - what advice would you give to anyone wanting to move toward a more sustainable wardrobe in general?
DD - Absolutely, if you can buy less + buy better. Not everyone can afford to do so though, so if on a budget then there are some great market places for second hand clothing. Ebay and Depop are perfect for this. I have a one in one out rule. So if I need or want something new then I will first sell an item from my wardrobe.
HSF - If you were to curate the perfect bag wardrobe for a client, what would be in it? Of course taking into account their specific style preferences, focusing more on the types of bags..
DD - Good question! A Prada nylon tote or hobo for everyday, I used a Vintage Prada nylon hobo as my nappy bag as is the perfect chuck it all, wipe down bag that I still use today now that my son has grown up. Plus they come in loads of colours. A small crossbody bag for days that you need to be handsfree + can afford to carry less, the Phoebe Philo Céline trio would be ideal. A summer tote - Loewe basket bag would be my ideal here, needs to fit a towel + summer essentials. Then one classic bag - such as the double flap Chanel - this bag can equally be worn as an evening bag or to dress up jeans.
HSF - Do you source specific items for customers or do you just select what becomes available on the site?
DD - Yes we can source specific styles for sure, just let us know what you are after + your budget and we can keep an eye out for you.
HSF - Your style + aesthetics on Instagram are stunning - so dreamy. Where are you most inspired + with/by whom?
DD - Thank you, that is very kind. I am very inspired at the moment by gardening + gardeners. I moved out of London 3 years ago + returned back to the countryside + have loved every minute. I want to turn my garden into a prairie style garden + have become obsessed. I have loved visiting all of the local plant nurseries + meeting the gardeners. I have found that a lot of these people are very stylish, minimal, artistic, care about the environment + this shows in how they dress.
HSF - What is the one bag you’d never resell for love nor money..
DD - I would never sell a bag my husband + best friend (an amazing bag designer) designed + made for my birthday. I wish I could have kept any of the Chanel bags that we have sold recently!
HSF - And lastly Danni, what’s next for you at The Hosta?
DD - I want to grow my Instagram following + as lockdowns lift I would love to shoot more + collaborate with others. Although I am an expert in bags I am a novice when it comes to social media + as ever the perfectionist I can always see areas to improve.
Follow Danni @THE_HOSTA // T H E - H O S T A . C O M
