Daily Drills: The LA Brand That Turned Cosy Loungewear into a Lifestyle Movement

Do you remember when loungewear meant wearing baggy tracksuit pants and your boyfriend’s old university sweatshirt?

Well, those days are firmly behind us, thanks to brands like Daily Drills – the Los Angeles-based label that’s got everyone from Jessica Alba to Olivia Jade stocking up.

Daily Drills: From Pandemic Project to Fashion Phenomenon

Started during those weird lockdown days by Kennedy Crichlow and Mary Ralph Lawson Bradley, Daily Drills began with a simple idea: make comfy clothes that you’d actually want to be seen in.

But unlike a lot of pandemic projects, this one stuck around and flourished.

The Secret Sauce of Daily Drills? Drop Culture Done Differently

Every other Wednesday, Daily Drills releases about 30 different styles in their core colours – dubbed ‘surf’ and ‘sand’.

It’s not your typical mad scramble of a drop model, though. With an 80% sell-through rate and 70% returning customers, they’ve cracked the code on keeping people coming back for more.

The clothes themselves feature reversible pieces that can be styled multiple ways, rolled waistbands that actually stay put, and fabrics that feel like a warm hug.

Their oversized crewnecks have become particularly sought after, with limited edition colourways that make each drop feel like a treasure hunt.

The Daily Drills sweatshirts and sets are also incredibly popular.

But as California’s wildfires turned lives upside down, Daily Drills became more than just a clothing label—it became a lifeline.

From Loungewear to Lifesaving

The brand’s headquarters in the Pacific Palisades was precariously close to the raging wildfires earlier this month.

By January 7, the founders faced a grim reality—their office and Crichlow’s home had succumbed to the flames, leaving only ashes where their creative world once stood.

Both founders, expecting babies this spring, could have understandably pressed pause on the business.

Helping Hands Through Fabric

Instead, they did something remarkable.

Within days of the disaster, they:

• Set aside £100,000 from their latest collection for direct donations to local families
• Distributed 3,000 pieces of new clothing to those affected
• Created a special Palisades Daily Drills crewneck with all profits going to local businesses

For the founders, giving back wasn’t just charity; it was a way to process their grief.

“Every time I’m able to do something for somebody else, it makes me take my eyes off myself,” Crichlow shared.

The Power of Pop-Ups and Community

Last year, Daily Drills made waves with its first pop-up—a surf-shack-inspired boutique in New York’s SoHo.

It was a slice of California sunshine dropped into Lower Manhattan. Imagine cabana stripe awnings, colourful longboards, and exclusive daily colourways of their famous crewnecks that had fans queuing up four days in a row.

The founders even added downloadable sticker packs via QR codes for people waiting in line, because why should queue time be boring?

It’s these little touches that make the brand feel less like a company and more like that cool friend who always knows what’s up.

While the focus was transporting customers to sunny California then, the brand’s current wildfire response has brought the California community closer together in a much more profound way.

These contrasting moments—carefree coastal vibes and urgent crisis relief—speak to Daily Drills’ ability to adapt and meet the moment.

Turning Customers into Partners

Daily Drills’ ethos extends beyond selling clothes; they’re cultivating a network.

From their drop-based model that keeps fans eagerly anticipating new styles to interactive experiences like downloadable stickers and travel guides, the brand ensures their followers feel part of something larger.

Now, as they rally support for wildfire victims, Daily Drills is transforming customers into partners in recovery efforts.

Daily Drills: Beyond the Basics

What started as a sweatpants brand has grown into something much bigger. They’ve expanded into Daily Drills activewear and swimwear, with eveningwear on the horizon.

Their travel-focused ethos means photo shoots happen everywhere from Aspen to Italy, creating a wanderlust-inducing feed that makes you want to book a flight… while wearing their latest drop, naturally.

A Community That’s More Than Just Hashtags

Perhaps the most fascinating bit is the accidental friendships forming through shared love of the brand.

People are literally becoming friends after spotting each other wearing Daily Drills clothing in airports.

It’s like a secret club, except the only membership requirement is good taste in loungewear.

The Future Looks Comfy

With two founders at the helm who have shown they can handle anything from rapid growth to natural disasters, Daily Drills seems set for an interesting 2025.

And while we can’t predict exactly what’s next, one thing’s certain – it’s bound to be very comfortable.