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Meet Peggy Khoucasian of Daughters of Culture

Today we’d like to introduce you to Peggy Khoucasian.

Peggy, can you briefly walk us through your story – how you started and how you got to where you are today.
Daughters of Culture was inspired by the strong feminine women in my own family. I grew up observing the expression of vibrant fashion sense from my mother and my aunts, despite living in a tiny village in the Middle East.

Even under their restrictive circumstances, the women in my life found ways to paint their inner world through fashion. These six incredible women with an unstoppable spirit of freedom inspired the mission behind Daughters of Culture. Along the way, the influence of passionate and motivated women in the business world helped to guide #DOFC to embrace the required risks.

Today, Daughters of Culture is a force of encouragement, support, and connectivity for women. Today, Daughters of Culture is a Sisterhood! If you are here, then chances are good you relate strongly to your own cultural roots as well as the rich diversity of those surrounding you.

Has it been a smooth road?
With everything great in life, obstacles always occur but what’s wonderful is that you get to expand your mind & creativity by trying new ways to approach situations. It’s a constant building process, and there is never a finish or a beginning. It just keeps rolling.

Some of the struggles I face is production pricing because I produce everything here in Los Angeles. That was a decision I made starting my business & it’s been a little difficulty maintaining a wholesale business but we still try.

So, as you know, we’re impressed with Daughters of Culture – tell our readers more, for example, what you’re most proud of as a company and what sets you apart from others.
Daughters of Culture is a clothing line that was inspired by the yoga community.

Clothing that seeks to elevate your yoga practice and celebrate culture with ethnic prints from around the world. A complete array of ethically produced women’s lifestyle pieces are offered for the conscious yogi, including harem jumpsuits and robes, comfy prayer gowns, stylish kimonos, leggings, and athletic bras.

My role is basically the showrunner. 🙂 Like in tv, my background is in product development, design & merchandising. When I started Daughters of Culture, I had to learn a lot that I didn’t know how to do. Growing up my parents were entrepreneurs, so I learned from them, but it was a new challenge growing a business in the modern day. My favorite part is the creative side, I’m not gonna lie. 😉 But what I love the most is that I get to multi-task and switch things up, and the areas I am not good at I usually outsource.

Our brand is really known for producing small batch styles so it’s not over saturated and it gives you a feeling of having something almost original. I’m a big vintage shopper, so there is no better feeling than walking in a room and knowing no one else will be wearing the same dress as you. Because we cut 300 units and under of each style, it’s going to be pretty rare if you run into someone else wearing your dress. We also use upcycled fabrics, we shop the fabric mills in Los Angeles and look through hundreds of prints at a time and only pick a few.

In a lot of ways, the way I run my business might not be the most financially efficient way, but it’s what feels true to my heart. Working with local vendors, getting to touch and feel all my fabrics and connecting with my sewers & patternmakers, this is what truly keeps me going.

Let’s touch on your thoughts about our city – what do you like the most and the least?
I grew up in LA, I went to FIDM, so for me, this is home. It’s the perfect balance of city, beach, mountains, anywhere you turn you get your pick.

I’m an air sign, so I need a lot of visual stimulation to design and bring a collection together, especially when producing our photoshoots.

It’s nice to know I don’t need to go very far to get inspired. Museums, farmers markets, art shows, you name it we have it.

Contact Info:

Image Credit:
Designer & Stylist: Peggy Khoucasian
Model: Kyrah Venegas
Photographer: Tamara Muth-King

Getting in touch: VoyageLA is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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