About Dona Forta

A Note from Liana Hill, Founder

Dona Forta means "Strong Woman." I believe that strong, confident women are more interested in developing their personal style than following trend. They invest in well designed, high quality clothing that aligns with their values. They know who they are, and their style is born out of their sense of self.
Dona Forta is a place for women who know who they are and what they want. It is also a place for people to discover and develop their personal style, to express who they are and who they are becoming.

To me, strong clothes are clothes that are well made. They are a great investment because they can last for decades if they are cared for. They can also have a second life (or third or fourth) if an owner decides to pass them along. Strong clothes are the opposite of disposable clothing, which are poorly made, temporary, and contribute to overflowing landfills and other environmental problems.

I believe that a key area of responsibility is buying clothes that last. Focusing exclusively on trend can result in waste. Trendy clothes are apt to get tossed once a trend passes. Dressing according to your own personal style means you can buy clothes you want to keep for a longer time. When a person focuses on personal style instead of trend, they can build a wardrobe over time that expresses themselves and highlights their uniqueness. Victor Hugo said it well: “Style is the substance of the subject called unceasingly to the surface.”

Lastly, the way things are made is extremely important. What materials are being used? How do those materials affect the wellbeing of the earth, animals, and people? Who is making them? Are their lives at risk from the conditions they work in? Are they being mistreated? I applaud organizations that are behaving responsibly in these areas. I am glad there is a shift happening, with increased discussion around ethically made products.

At Dona Forta I am cultivating a place for strong women and strong clothes, encouraging the development of personal style, and seeking to be responsible with the clothes I create under the Dona Forta label, and with the brands that I offer in store and online to our community.