Meet Denise Focil | AS by DF Founder + Designer

We had the good fortune of connecting with Denise Focil and we’ve shared our conversation below.

Hi Denise, what is the most important factor behind your success?
Being Uncompromising on what we stand for as a brand. Uncompromising in our quality, our attention to detail, our product has to be perfect. Uncompromising in our dedication to be as sustainable and environmentally conscious when we create our product.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
AS by DF is a high end women’s clothing fashion brand. I am very proud that we make the most beautifully crafted, sustainable Leather pieces in fashion.

As a designer + entrepreneur, I created AS by DF because I wanted to make the best leather jacket that there was. From there my collection blossomed into a full ready to wear collection that has continued to surprise + evolve.

Nothing in Fashion is easy, there have been ups + downs + challenges along the way (so many of them!), but staying true to what our goal + vision was has made us continue to grow.

One of the biggest lessons I think in life, but definitely in business is: If you really believe in it, don’t give up. It will happen for you, but you might need to change the road you are on to get there.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Favorite Spots in LA (little mini itinerary for a weekend in LA):

Start with grabbing coffee + walking down the beach in Manhattan Beach
Then work our way down to Venice Beach, Abbot Kinney for lunch at Gjelina + hit up all the shops on Abbot Kinney
Walk around the little back streets + canals in Venice
Grab Dinner at Sugarfish in Santa Monica

Next Morning start out by visiting The Broad in DTLA which is so inspiring!
Stop for lunch in the Arts district at the forever cool The Bike Shed
Head down to Melrose Place for some the best shopping
First stop, one of my favorite vintage stores Decades (right across from Melrose Place) then crossover to Alfred’s to grab some caffeine + carryon with all the shops on Melrose Place.
Finish off the night with dinner at Funke in Beverly Hills.

If it’s the right weekend in LA, there is nothing like attending a concert at The Hollywood Bowl + nothing like vintage shopping at the Rose Bowl!

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
There have been such an enormous amount of people that have surrounded me + supported me along the way. No success story is complete without the many people that help to make it happen. I would have to start by saying that without the very early on guidance + mentorship of my family I would not be the resilient and strong woman I am today. Thank you Mom and Dad, let’s start there.

Website: https://www.asbydf.com

Instagram: https://www.instagram.com/asbydf/

Twitter: https://twitter.com/asbydf?s=20

Facebook: https://www.facebook.com/ASbyDF/

Image Credits
Photographer: Paul Morel