Sustainable Brand Benchmark - Dolls Kill

Dolls Kill is a fashion retailer that specializes in women's clothing. The company offers a wide range of items, including coats, suits, and dresses. Dolls Kill is not just a brand, but a movement away from conformity towards radical, unapologetic self-expression. The company caters to customers who are looking for unique, edgy, and rebellious styles that reflect their personality and attitude. Dolls Kill features six collections showcased by ""Dolls"", models that embody character personas for each collection's style. The collections are inspired by different subcultures, such as punk, goth, kawaii, streetwear, and festival fashion.

Dolls Kill was founded in 2011 by a former DJ named Shoddy Lynn and her husband Bobby Farahi. The couple wanted to create a platform that would sell clothing to music festival attendees that ventured out of the normal clothing you would see at a festival at that time⁵. They started by selling clothes online from their apartment in San Francisco, and soon gained a loyal fan base of customers who loved their quirky and daring designs. Today, Dolls Kill operates a retail website that sells clothing, shoes, and accessories to customers all over the world. The company also has two physical stores in Los Angeles and New York City, where customers can experience the brand's immersive and interactive environment.

Dolls Kill is not only a fashion retailer, but also a content creator that engages with its audience through social media, live shows, and collaborations. The company has over 3 million followers on Instagram, where it posts daily updates on new arrivals, promotions, and giveaways. Dolls Kill also hosts live shows on its website and app, where customers can bid on exclusive items, win prizes, and chat with the Dolls¹. Additionally, Dolls Kill partners with various artists, celebrities, and brands to create limited-edition collections that appeal to its diverse customer base. Some of the notable collaborations include SpongeBob SquarePants¹, Hello Kitty², Marilyn Manson⁴, and Trixie Mattel².

Dolls Kill is also committed to sustainability and social responsibility. The company has implemented several initiatives to reduce its environmental impact and support various causes. For example, Dolls Kill has switched to biodegradable packaging materials, donated unsold inventory to charities, and launched a recycling program that rewards customers for sending back their old clothes. Moreover, Dolls Kill has supported various organizations that promote women's empowerment, LGBTQ+ rights, mental health awareness, and animal welfare.

Dolls Kill is a fashion retailer that aims to empower its customers to express themselves freely and boldly through their clothing choices. The company offers a variety of styles that cater to different tastes and preferences. Dolls Kill is more than just a brand, but a lifestyle that celebrates individuality, creativity, and fun.