A new brand from Mexico by way of NYC and California – Dan Cassab Photos by Anna Tazzer and styling by Herman Esquinca

Dear Shaded Viewers,

I met Daniela Cassab, the designer behind the brand, Dan Cassab,  a few years ago at ASVOFF Mexico where she was working on the production.  We clicked and have been friends ever since. Daniela was born in Mexico City but grew up in Coronado, California near the ocean where she enjoyed the beach every day. Her life was a bit of a California dream surf, sun and cruising on her bike to school every day.


Her father was a clothing manufacturer and had a retail business. She used to love trying on and owning the “coolest Guess Denim jeans and jackets and Quicksilver surf wear.  She was taught how to distinguish quality and had no problem telling cotton from polyester. Fashion has always been an obsession and an investment. Her first biker jacket was designed by Balenciaga.


Her fashion studies started at Parsons in New York and then she returned to Mexico where she got a degree in Art History. Her first job was working at Elle Mexico where she focused on finding interesting new designers.

“ASVOFF was a turning point in my life in every way. I discovered the intimacy between fashion and films and the beauty in it. I worked passionately those days surrounded by people in fashion, film, architecture, art, music, which filled my senses and made me realize we could send this message to the world by sharing it.” Said Daniela.  After the ASVOFF experience Daniela spent some time in New York City working on a clothing brand and taking inspiration from the city. It was in New York that she got the initiative  to launch her own brand.  A signature piece in her collection is a biker jacket. It is impossible to put one on  and not be reminded  of all the cinema icons that wore them from the past like James Dean, Marlon Brando, John Travolta and of course  Madonna in Desperately Seeking Susan and on and on. Her biker jackets are sensual and cool and fit like a second skin. They are not heavy and stiff like some that take time to break in but they are substantial none the less. I just put one on today so I speak from personal experience.  When I zipped up my jacket I truly could feel the love that went into the making. Normally I would not wear a second skin but this is more like a warm caress. It just feels good.

The brand was launched in November and the website will be on line in about one week: www.dancassab.com.

Photos by Anna Tazzer and styling by Herman Esquinca.

Diane Pernet

A LEGENDARY FIGURE IN FASHION and a pioneer of blogging, Diane is a respected journalist, critic, curator and talent-hunter based in Paris. During her prolific career, she designed her own successful brand in New York, costume designer, photographer, and filmmaker.