EE Series: DYI | Leslie Denby (5)

Leslie Denby | DYI Define Your Inspiration

Entrepreneur Excitement Blog Series #5 – DYI with Leslie Denby

I often use the word incestuous when I talk about Houston, and people automatically think it’s a bad thing. The dating world aside (I’ve dated too many of my friends exes on accident…), that’s actually one of the things I love about Houston.

I have met so many great people and learned about so many businesses because of the “small town” feel of our city. Forget that it’s the 4th largest city in the country – if you’re someone worth knowing or a business worth bragging about, the word will spread. And that’s exactly how I met Leslie Denby at DYI Define Your Inspiration. Supporting Houston businesses is a big deal to me, but when it’s a locally owned athleticwear company that I’m obsessed with, I seem to take this supporting role to a whole new level.

Check out The Blonde Side’s exclusive interview with this amazingly talented woman who is making her mark on Houston one pair of yoga pants at a time…

The Blonde Side: Tell us who you are?

Leslie Denby: Leslie Denby: Owner & Designer at DYI Define Your Inspiration

TBS: How did we meet?

LD: You were walking in to LOCAL magazine and our office is next door at Spring Studios.

TBS: Tell me about your job?

LD: I started out partnering with my brother Henry Richardson – Owner of DEFINE Body & Mind. I was the Retail Buyer for his studios, and we wanted to develop a clothing brand of Athletic and Athleisure apparel that women and men could relate to and love! The idea behind the brand is to “Define Your Inspiration.” Working out and life in general isn’t just one thing— some days your body needs a high intensity sweat session, some days you need some yoga or stretching and some days you just want to look good in some lounge wear! We design and pick colors based off of this too! Sometimes you may feel like a badass and feel like knocking yourself out with a boxing session— what better way to get inspired than putting on a badass pair of black and white marble legging to get you inspired.  Other days we feel like Barre Beauties!  Put on our pink and be ultra feminine. I have a fashion background – and live in activewear – so it only made sense to dive in to this business! I began designing apparel for his studios, and we decided to branch out and sell to many other stores around the US! Now, I am 100% Owner of the company, and it’s the most amazing thing to watch this brand transform into something incredible!

We started out designing here in Houston, but manufacturing in Los Angeles. It was pretty challenging communicating back and forth with the factory– some of our pieces would come back not like I wanted them. I decided if we were going to do this, I needed to oversee manufacturing and quality– that’s when I bought our first sewing machines. We began testing the waters– and now we have 16 employees and an entire factory producing all of our clothing here locally in Houston. We’re doing everything ourselves, designing, printing our own custom prints on our pants, cutting, sewing, finishing right from our warehouse. We just signed a lease for a 10k sq foot building in the Heights to produce our product, so we will be moving from our little spring street studio office soon!

TBS: Describe your personal style?

LD: I’ve always been into Athletic and Athleisure apparel– thats why I’m so glad its on trend now — and I hope never going away! I’ve always loved watching fashion and trends. My style is sophisticated, classy, but relaxed. Thats exactly how we design for DYI. We want people to live a healthy lifestyle by moving and being active — but we live in such a busy world- that going from studio to streets, or on a run and then off to the grocery store is important. Squeezing in 20 minutes or an hour of an activity, but then being presentable and sophisticated looking as you go about your day is what we want for women!

TBS: If you had to pick one product from your line that is perfect for the busy girl-on-the-go, what is it?

LD: Our Pants! Our Pants have great fit, fabric and fashion! The busy girl can transition them day to night literally and be so comfortable and chic while doing it. Dress it up or down. Almost every piece we make is made to transition this way! People are really going crazy over them because they feel so great, not to mention cute!

TBS: What does supporting not only local Houston folks mean to you, but specifically other women?

DYI: Winter Marble Signature Tight

LD: Supporting the Houston Community is huge for me! I grew up here and my entire family is here. My family has Houston Businesses and it was time for me to make my mark. This city is truly awesome. I can honestly say I wouldn’t want to live anywhere else.  We have the best of the best here, and now it’s time for us to bring the best of manufacturing and apparel to the area.  When we go to shows in Los Angeles or New York, sometimes people are surprised we are a Houston, Texas Brand. They don’t hear about this city as often as others — so it feels great to rep my city!

TBS: What’s your driving force behind running your business? I know firsthand it’s hard as balls, but what keeps you going?

LD: The people that come to work for ME, now keep me running things for THEM! We are a team and we love what we do. It’s hard work, but its a blast! I want to grow so that they can come to work everyday and feel good about what they are doing and make a good living for their families!

TBS: Favorite sports team?

LD: TCU HORNED FROGS! Did you see that TCU vs Oregon game?! Best game I’ve ever seen!

TBS: Look in your bag right now – what’s the most random thing in there?

LD: Probably a baby bottle. I’m a Mom of 2 girls — I have a 2 year old and 1 year old. I’m constantly trying to keep myself organized, but sometimes baby gear gets tossed in my purse and we’re on the go!

TBS: 2016 is here – tell me one goal you’ve set?

LD: We have some very lofty goals in 2016. I set some very high sales goals for DYI because I know we can get there. We are planning to grow a lot this year and stand out from the crowd. It’s going to be difficult, but everyday we push the ball down the field a little more and we’ll get there!

TBS: Favorite part of your job?

LD: Designing! We design collections based on how we are feeling inspired that season! So collections and colors are always looking a bit different based on the vibes we are feeling. I am a sucker for black and white — I’ve always loved wearing all black — so every season we have a small “Black & White” Collection that always look chic, sophisticated and sporty!

TBS: You have two plane tickets for anywhere in the world…

LD: I would be on a beach with my husband. It doesn’t really matter where – just if I could sit with a good book on a beach – I would be in Heaven.

TBS: Fill in the blank:

LD: I wish more people in this world would be able to have their dream job and wear activewear to work! It doesn’t feel like work when you’re doing what you love!

TBS: For me (and most sports fans), Sunday Funday is all about football. What’s your perfect Sunday?

LD: My husband is a big football fan! My perfect Sunday would be cooking a nice dinner for my family, while the sounds of football are on the TV, playing with my 2 little girls and knowing my husband is at peace watching sports!

TBS: Do you want to offer a discount to The Blonde Side readers?

LD: Yes! Use code: theblondeside at checkout for 10% off.

TBS: Tell us where we can purchase your stuff?

LD: On our website, and we are in DEFINE Body & Mind studios, Luke’s Locker, The Houstonian, Good Space Pilates, and many other places around Houston, but the full collection is online! We are thinking about opening a retail store soon!

TBS: Your social media channels?

LD: Instagram: @shopdyi or FB

Sponsor: Life can’t be all work and no play – it needs to be a balance. Balance out your hardcore workout routines here in Houston and your busy schedule at work or home with your kids with an amazing meal at The Durham House. One of the hottest and most unique spots in Houston, this is a great place to wind down with friends for a cocktail or catch a romantic meal. Just like a lot of our entrepreneurs in the series, The Durham House is always shaking things up – be sure to check out their brand new menu!

Know someone we should profile in this Entrepreneur Excitement Series? Leave a comment below or shoot us an email – jayme @ theblondeside [.] com.