Tag Archives: Dance Fashion

“Move it” 2014

Dincwear Visits ”Move it” 2014

In the Dance World, March is all about “Move It”:  The annual Dance extravaganza at Olympia in London.  This is a celebration of dance where dancers, from youngsters to the very top professionals, take their turn to perform on the Main Stage.  There are classes, seminars, interviews, competitions and Colleges advertising their courses – and of course, dance wear shops!

Over the past couple of years Dincwear has been very active at “Move it.  We brought Adam Garcia to perform “Move Like Jagger with 20 of the top professional dancers, and Kimberley Wyatt performed “We Found Love with our team.  We have also brought many of the stars of “Revolution”, our hit West End Dance Show (dancers like Tobias Mead, Lizzie Gough and Charlie Bruce) to sign autographs and meet their fans.  We even had the wonderful Arlene Philips with us one year to sign her book.

However our “Move It” performances take a huge amount of time (and money!) to prepare and organise.  Due to an amazing development for Dincwear (which will be the subject of next month’s blog), we had to give “Move It” a rest this year.  But happily our team were invited by “Consider This”, the Show’s sponsor, to enjoy the three day festival with them (and we very much appreciated it – thank you!).  So what did we think of “Move It” 2014?

In short, it was fantastic!  Between us we watched every performance on the Main Stage from the youngsters, setting out on their dance journey, to the very top professionals like Lukas McFarlane and Danielle Peazer – and every single one was a joy to watch!

It was particularly inspiring to see how many of the top choreographers (Paul Roberts, David Wood, Dax O’Callaghan etc) had created works for the College students.  We also have to mention the sheer passion shown by Jonny Wilkes for his students at the new Wilkes Academy.  Jonny is a world-class performer (often with Robbie Williams) and his protégés will benefit massively from his industry experience and contacts.

I particularly enjoyed watching Christabelle Field, and her ‘Poison Girls’ dancing with the ‘Mini-Poisons’.  Our friends at the LCPA gave a couple of incredibly raunchy routines, fully justifying the label ‘soft porn on tip toe’.  Luckily we are told that Miss Gemma had approved the routines!  And ticket sales for the LCPA Production of ‘Grease’ in April have rocketed!

Jak and Tobias Mead were sensational as “Duplicate” – do people realise that Jak is only 12?  He is doing everything that Tobias can do plus a signature “arm-break” move that even Tobias cannot do!  Every time we have seen these guys at “Move It”, or “Revolution”, they have brought the House down!  In the “Gospel According To Dincwear”, these guys would be major superstars!!

The BOP, under the guidance of Dollie Henry, gave a mesmerising performance to the Jazz Music of Paul Jenkins.  There were several very professional numbers by the Urdang Academy, who definitely caught our eye and the Cambridge Performing Arts, fronted by Chloe Polson-Davies, put on a superb performance.  Finally we really noticed all the interest in the various tap performances – even the presenter Matt Flint, who did a first class job throughout the 3 days, was a ‘top tapper’.  It was all completed with a visit from the gorgeous Darcey Bussell.

‘Move It’ 2014 demonstrated beautifully our major predictions in these blogs:  That the popularity of Dance is growing enormously, the standard of the top pros is getting forever higher, and soon top dancers will be treated like top footballers or rock stars.  You could see this beginning when “Diversity” had to be ushered into the Olympia Building surrounded by bodyguards and screaming fans…

For some time now Dincwear has operated a “covert” policy of trying to kit out the top professional dancers in our clothing.  We have recently extended this policy to include “up and coming stars”, and a couple of these were spotted at “Move It” and offered free Dincwear (such recommendations are made by the top pro dancers we have worked with).  We believe that once the very best dancers know how good Dincwear is they will actively recommend it to their colleagues and students, etc.  As our regular reader (!) will know, this “trickle down effect” is our only form of advertising – we know that our Dincwear clothes are their own best advert.


Why not try some…..

Dincwear News Post February 2014

Dincwear Dancewear News February 2014

In our last “post” we wrote about how “Dincwear” had put all the profit from its clothing sales back into the dance world through dance shows (like ‘Revolution’ and ‘MMXI’) and sponsorships etc.  This month I would like to answer the question:  What is it about Dincwear that makes it so different?  Or, why buy Dincwear rather than all the other dance brands?!

First, our styling is quite simply unique.  Once you know about Dincwear you can spot a Dincwear item a mile off due to its “look”.  This is just as well as we keep the logos on Dincwear to a minimum.  (It was made quite clear to us by dancers that they didn’t want to be “walking billboards”). However, it can be a little frustrating when a star like Perrie from “Little Mix” wears Dincwear and people don’t realize it!

 Perri From Little Mix

The second point is also one of our biggest problems.  One of the reasons that we worked with the designer, Mrs Jones, is that she has a fascinating ability to make dance clothes look good while you are moving.  This is very difficult to describe – but Dincwear actually “moves with” the person wearing it.  You will only appreciate this fully by trying our clothing on.  One of our biggest problems is that photos of our clothing do not do it justice.  Our challenge is to get people to actually try it.  The girls in the shop have told us many times that once people try on an item of Dincwear they love it.  We have also seen this at “The Clothes Show” and “Move It”.

The third factor is the excellent quality of the clothing.  We have chosen the best materials and the finest factory to produce our clothing.  And this has been proven by the extremely low level of “returns” that we receive.  Our “returns” are virtually zero (occasionally someone wants to change the size) whereas many of our competitors returns are running at 30-40%.  The problem for us is that we have to pay a lot more for this quality than other companies.  Our competitors will be buying, for example, a hoodie at £5.00 and selling it at £20 or even £25.  But with Dincwear so much more of your money actually goes on the item of clothing itself, rather than excess profits for advertising/brand building etc.  This is why we do not advertise but rely on “word of mouth” for our sales growth.

It is again for this reason that Dincwear does not do Children’s Wear.  There is no point in making a top-quality item for a child as they will outgrow it so quickly.  We are hoping that people will come to realize that spending £39.00 on a Dincwear ‘hoodie’ is much better value than spending £25 on a competitor’s ‘hoodie’, because it will last 5 times longer (and looks a lot better!).  Price is what you pay but value is what you actually get.

Our boss man has worn his hoodie every day for the last 4 years – or so it seems!  And it still looks good, even after his latest tumble on the forklift truck!

Welcome to the New Dincwear Blog

Dincwear are looking forward to posting updates on Dance Fashion, Dance Clothes and Dance News.

If any visitors have any news or events you would like us to post on our blog email them to press@dincwear.eu and we will share the post for you.

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You can also find our range of Dance Fashion at www.dincwear.eu


e: info@dincwear.eu

t: 0207 1000743

The Dincwear Team.