Diet starts Monday is an innovative men’s retail brand that originated in Washington, D.C where there is a vast amount of cultural diversity. Diet co-founders John Geiger, Davin Gentry, and Unkle Scooty mastered an exciting approach to men’s fashion. The company first birthed the unique idea of not only combining retail with a restaurant but to a bar as well. Their experience-driven retail approach drove the brand to focus on their forte—quality cut-and-sew clothing. Diet Starts Monday expanded its business with premium collaborations and activation pop-ups in standalone venues, or larger shops such as Fred Segal. DSM embraces streetwear and lifestyle fashion with carefully chosen collaborations and limited releases/distribution. In doing so, they’ve maintained demand, curiosity and anticipation—always keeping customers coming back for more.