Today we’d like to introduce you to Indigo Craane.
Hi Indigo, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
Dollgarden was born as a simple passion project in 2023, the latter half of my senior year of high school. At the time, my mother had gifted me a screenprinting machine an early graduation present for committing to UC San Diego that fall— a gift that remains my favorite to date. At first, this was nothing more than an art project– sublimating old internet memes onto clothes with my friends for giggles. However, this quickly evolved into something more meaningful as I discovered how much I loved the creative process behind it. Inching away from borrowed internet memes, I started incorporating imagery that were nostalgic and unique to me– such as weeping angels, carousel horses, cryptic text– reworking them onto old slip tops and thrifted secondhand pieces I sourced. I began to share these pieces on the internet, and what was a fun pastime quickly gained traction as more and more people started reaching out, wondering how to purchase the items. It wasn’t long until Dollgarden took shape as a real business. When I moved to San Diego for college, I also brought all this equipment into my dorm room. Though it was a little cluttered— this giant machine in a shoebox-sized space— my dorm room became the perfect space for me to continue experimenting and expanding Dollgarden. Here, I started taking this online business into the physical world, vending at local San Diego flea markets like Lucky Stars and Hot Spot– experiences I’ve thoroughly loved.
The first sale I made in person was a turning point for me– I realized there was more potential within Dollgarden than initially imagined. Since then in the last year, I have had the incredible opportunity to connect and collaborate with such a diverse range of creatives, including artists, magazine editorials, stylists.
Looking ahead, I am excited to continue expanding Dollgarden and developing more intricate, subversive pieces; I plan to explore a more abstract, three-dimensional route within my work in the future.
Additionally, my partner and I have recently launched “Mortem Market,” a curated bi-monthly event in Los Angeles where local artists and businesses showcase and sell their work. While we also participate as vendors, organizing such a market with such a range in creative talent has been such a joy. The last two events have been wonderful, and I am excited to see how Mortem Market will continue to grow, bringing together even more incredible, creative talents.
We all face challenges, but looking back would you describe it as a relatively smooth road?
The road has not always been smooth. One of the biggest challenges has been balancing the practical aspects of running a business, while still being in university. As I developed Dollgarden, while also being a student at UC San Diego, I quickly realized how time-consuming running a business could be. Between managing production, marketing, and customer service, all while keeping up with assignments, exams, and lectures, it felt overwhelming at times. It wasn’t easy finding a balance between my coursework and Dollgarden, especially when I felt like I was falling behind in one area or the other. Learning to manage my time became essential. I would say that juggling these two only pushed me to become more disciplined and organized as both a student and a business owner.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Dollgarden is a brand that specializes in designing unique, one-of-one clothing, focusing on reworking secondhand pieces with unconventional designs. Each piece features visuals, surreal motifs, and writing that hold personal aesthetic significance to me. I intend to create clothing that becomes “the” staple item in someone’s closet, the piece that reflects their individuality or niche style.
What sets Dollgarden apart is the focus on sustainability, while also remaining true to its value in dreaminess and self-expression. By using thrifted clothing and repurposing each piece with a unique design, Dollgarden promotes a sustainable fashion practice while embracing individuality. Every piece is one-of-a-kind, offering something distinct to customers who value creativity in their clothing.
I am most proud of the community built by Dollgarden. The brand has not only grown through its online presence but also through physical markets and collaborations with other artists. It has grown into an intersection of artistic expression, sustainability, and community– providing customers with an experience that goes beyond just fashion.
What do you like and dislike about the city?
What I like best about San Diego is the art scene. Between local shows, a flea market every week, or just the Hillcrest area honestly, I find the creativity of the city very inspiring. Though this could be contradictory, what I like least about San Diego is how relaxed everything is. I know most people local to the city find that to be its most charming quality, but I thrive best in a more fast-paced environment.
Pricing:
- Handprinted tops $35
- Tights $15
- Everything is under $50
Contact Info:
- Website: https://dollgarden.shop/
- Instagram: https://www.instagram.com/d0llgarden/
- Youtube: https://www.youtube.com/channel/UC7UaTGwDSDmOSYMqR1f41Uw
- Other: https://www.depop.com/mortemheart/
Image Credits
David Nikolic for personal photograph credits
