dud®

Danielle Cinelli is the Dani behind “Dani’s Upcycled Denim.” After attending FIDM, LA majoring in Merchandise Product Development and spending 7 years in the denim industry, Dani began working on what is now dud®. She always dreamed of creating her own brand but never knew just what it would be. While re-creating a pair of boots she designed for a denim competition, her eyes were opened to the idea of dud® as a brand. During this re-creation of her previous design, she decided to take a more sustainable approach to the materials used. This time around Dani used an existing pair of jeans from her closet & thrifted a pair of heels for the base. Dani realized if she can create a pair of boots from a pair of jeans, there is not a limit to the other pieces she could create. From there, Dani asked family and friends for denim donations of all their used and unwanted jeans while home for the holidays in 2020. She ended up returning to her home in NY with suitcase 25 pairs of jeans heavier and this was only the beginning. Another generous donation came at the end of 2021, Dani received a donation of roughly 200 jeans from a friend and the denim company Artistic Milliners. After receiving so much help and support, she knew dud® denim was bigger than just a dream, it is her new reality. Although Dani spends the majority of her time drowning in denim, her spare time is usually spent connecting with friends and family, working on fitness health and finding new ways to grow as a designer. Dani Cinelli firmly believes in self improvement and works everyday to grow dud® into the brand she knows it is destined to be.