Sewn Secondhand: An Interview with Upcycler and Denim Donna Founder, Ashly Donna
- Molly Sneddon
- 6 days ago
- 4 min read
"I would say first and foremost, people are craving something unique, something that feels special to them. When someone is shopping and they come across something different, something they’ve never seen before, that’s what gets them".
Ashly Donna, a Nashville based seamstress, has turned what was once simply a curiosity for sewing into a fulfilling career through her upcycling business, Denim Donna. With her awe-inspiring skills and beautiful reinterpretations of vintage pieces, one might think that Donna has been sewing her whole life. But in reality, her skills are a recently acquired talent.
"When I started [Denim Donna] it was a part time hobby," explained Donna. "I was teaching myself how to sew while we were stuck at home during the pandemic. I started upcycling things in my wardrobe and I found my self searching the local thrift stores for inspiration".
In 2021, Donna moved to Nashville. During this time, she was trying to grow Denim Donna by establishing a social media presence, primarily on Instagram. She then began working in a tailor shop, rapidly improving her skills and gaining the know-how to level up her business.
"After working in the tailor shop for a little over a year, I felt myself craving more. I wasn’t able to sew creatively at the tailor shop...and when I would get home, the last thing I wanted to do was sew" expressed Donna. "It was a weird time, I loved what I was doing & I learned so much…yet, I wasn’t happy".
So she took a leap of faith, quitting her job at the tailor and diving head-first into running Denim Donna full-time. She focused heavily on social media, building her brand and showcasing her work. "I did alteration jobs for friends and grew my business with local vintage markets. Having a great community around me made a huge difference during this transitional period. I’m happy to say that was about 3 years ago now and I have been doing [Denim Donna] full time ever since".
Throughout every iteration of Denim Donna, sustainability has been a core pillar. "I feel like the sustainability part comes so naturally to me," Donna stated. "My business was founded on principles of sustainability and repurposing materials. Taking something old and reimagining it into something new is the fun part for me". She also expressed that vintage pieces are better than new, stating "old stuff is just made better, period. The fabric quality is better, the craftsmanship holds up and the fabrics themselves tell stories". In her case, reusing fabric isn't a hinderance to the business; it is a core strength. As Donna said, "sustainability is the driving force behind Denim Donna". Â
On top of that, sourcing sustainably helps her products stand out. "Secondhand fabrics that have been reimagined
really catch people’s interest," she explained. "When I tell someone 'I made that top from an old set of napkins' I can see that they truly appreciate the concept".
Handmaking each item and sourcing secondhand fabrics forces Donna to think about her business in new ways. " The way I run Denim Donna is different to most business models", she stated. "I cannot do a huge drop only my website because I can’t mass produce my product. Sustainable sewing takes a lot of time and effort. I have to source the fabric (a huge time suck), clean everything and then design, pattern and sew". As she notes, "time is my most precious resource...balancing time to sew and time to source is a constant struggle".
This commitment to sustainability, however, is what sets her apart from the rest, giving Denim Donna a unique appeal to customers. As she explains, "not only do I take vintage clothes and mend them, I create something new and different. I think that’s what helps me do so well, people crave originality. The funkier I make a piece, the quicker it sells". This commitment to her craft has resulted in a creative business that allows Donna the flexibility to create her way. "No two items I make are the same," says Donna. "Each piece is one of a kind".
And people have noticed. Donna has drawn the eye of some influential individuals, including Logan Simmons of musical duo The Band Loula. Donna's creations have been featured in multiple of Simmons' posts, and this May, she had the opportunity to design Simmons' outfit for her Grand Ole Opry debut.
Donna shared the final piece, a stunning, white lace boho gown, in an Instagram post. In the accompanying caption, Donna highlights the process of brainstorming designs, sourcing materials, and creating the final piece. "[This is] a big moment for my small business," she wrote. "[Simmons] looked absolutely radiant and I’m proud to say that my work made it onto a big stage".
Looking into the future, Donna aims for brand growth and continuous learning. "As I expand, I look forward to collaborating with other artists and becoming a pillar in the sustainable fashion community. Eventually, I'd love to host workshops that help teach and inspire others to think sustainably when it comes to their wardrobe".
Thank you to Ashly Donna for speaking with us!
To be featured on the blog, please contact us at smealsustainability@gmail.com.