AS by DF

AS by DF is a Los-Angeles-based premium women’s label focused on leather and vegan-leather jackets, pants, skirts and matching sets, plus a small selection of denim and knit tops. Most pieces retail between $400-$900, putting the brand in the contemporary-luxury tier. Distribution is DTC through asbydf.com, a Melrose Avenue flagship, and a rotating calendar of pop-ups in New York, Miami and Dallas. The house built its name on “luxury leather without the luxury markup,” using Italian hides and vegan alternatives cut in small, design-forward runs. Signature silhouettes—oversized biker, hourglass trench and paneled cargo pants—are released in limited-edition color drops that routinely sell out within days. Every garment is produced in the company’s own downtown L.A. factory, allowing weekly restocks of core sizes and rapid influencer-driven capsule turns. Core shoppers are 22-35-year-old fashion natives who follow street-style accounts and want designer-level leather at contemporary prices. They value ethical speed (local production, small batches) and Instagram-ready tailoring that transitions from day to night without logos. The brand’s inclusive size range (XXS-4X) and vegan options widen appeal among eco- and curve-conscious consumers. AS by DF competes with contemporary houses that trade on elevated basics and with luxury labels known for statement leather. It undercuts traditional European pricing by controlling vertical manufacturing in L.A. and keeps relevance through drop culture, TikTok seeding and weekly newness rather than seasonal collections.