Daily Disco Opens Brick-and-Mortar Shop on The Hill
Daily Disco is a colorful custom design service and (soon-to-open) shop founded by St. Louis native Abbey Eilermann in 2015. In the years since, her team has grown to three, her Instagram page (@daily_disco) following has grown to more than 25,000 followers and the team has occupied a bright and punchy office on The Hill.
Eilermann grew up with a love of crafts and started two businesses in elementary school: a headband company and a jewelry company. She later enrolled in the Savannah College of Art and Design, a renowned art school in the fittingly sunny and colorful town of Savannah, Georgia. It was there she discovered an interest in textiles—the art of cloth and woven fabrics.
In 2015, Eilermann attended the Ecole Lesage in Paris, the design program owned by Chanel that helps create haute couture and ready-to-wear pieces for high-fashion houses, where she earned her couture certification in embroidery. Embroidery is an incredibly time-consuming craft that dates back to the third century B.C. and requires hours of training to master. It was then she discovered the chain-stitch machine, a vintage machine that allows artists to do the same quantity and quality of work in less time.
She eventually returned home to St. Louis and became an essential part of the community on The Hill, where she has stayed for four years. The press she received from winning the senior fashion collection at SCAD helped boost her Instagram account, Daily Disco, and she was featured in Teen Vogue, Elle and Fashionista, to name a few.
In 2016, Eilermann began turning her artwork into enamel pins and patches and embroidering pieces of clothing with fun, punchy designs—and her business took off.
She began renting a large studio above Vitale’s Bakery on The Hill and decorated the space with hot-pink chairs, desks with sewing and chain-stitch machines, shelves of fashion and art books and racks of colorful thread and materials. She also hired two employees. Half of her clients come from St. Louis, and the rest are from all corners of the world due to her online following. Eilermann is inspired by her customers and allows them to lead the creative design planning process. She gives customers a quote and timeframe for a customized project, which takes anywhere from four to six weeks to complete. However, if a customer wants a simple design stitched onto a piece of clothing or material, she can finish the work in about 24 hours.
Daily Disco has hosted pop-ups and events in the past, such as the Disco Ball event, but the team is excited to open its first brick-and-mortar store on Oct. 31 as it will allow them to work with customers face-to-face and collaborate with local brands on new projects and merchandise. (Previous clients have included local businesses like Clementine’s, Poptimism and Boulevard, as well as large-scale brands like La Croix, Victoria’s Secret, Tarte Cosmetics and Sparkling Ice.)
The store will allow the business to offer a variety of customizable items like clothing, pouches, bandanas, aprons and more, and customizable patches can be ironed on at the store as well.
2130 Marconi Ave.
Images courtesy of Daily Disco.