How Daryl-Ann Denner Built Thriving Fashion Brand Nuuds

Sometimes, there’s power in simplicity. Ask Daryl-Ann Denner, a former high school chemistry teacher who’s now at the helm of a wildly popular line built around a wardrobe staple: the T-shirt. After leaving education and following her husband’s encouragement to find a creative outlet, Denner began blogging in 2015, sharing fashion inspiration and outfit ideas. She segued to Instagram and quickly gained a following. “When I had kids, I started to share our daily lives in real-time, vlog style,” she says.

And while her love for fashion still rang true, the 32-year-old’s style became more mom-friendly. Denner began relying on basics in her closet but couldn’t find the perfect T-shirt. “I thought, ‘What if we could just make it?’” she says. So, in October 2022, Nuuds—which sells smooth-fitting tees, bodysuits, sweaters, loungewear, and other basics in neutral tones—launched in Dallas. Today, Denner serves as co-founder, CEO, and creative director. She and her husband, Daniel, a partner at Simi Valley-based Sub-Zero Excavating, self-funded the enterprise.

Before Nuuds’ debut, the entrepreneur networked with connections she made through blogging and found someone who could help with creating and manufacturing a fashion line. Leading up to the launch, Denner marketed her product through her Instagram, which had grown to 1.6 million followers. Today, she boasts more than 3 million followers across all platforms.

On release day, Nuuds’ product line of six styles sold out just seven minutes after going live online. “I’ve built trust in my audience because I genuinely care for each of them, and it’s why they trust the product I’ve made,” Denner says.

After celebrating its first year in 2023, a small collection of T-shirts has grown into a full-fledged fashion brand with 65 styles and about 35 full-time employees. At times, the brand has posted a waitlist of 22,000 people for various products. Nuuds has added men’s and children’s clothing, and Denner doesn’t plan on stopping there, saying the brand will launch new products and pop-ups as it continues to expand. “My vision has always been to create clothing that not only makes you look good but feel good,” she says.