Welcome to our new bi-weekly column, Insta-Bait, where we highlight the brands taking over our feeds right now — because Instagram isn’t just a place where we DM memes to our friends and double-tap our style icons’ most on-point outfits, it’s where we discover new labels on the regular.
Ah, yes, it’s sweater season once again. Still, no matter how many cozy, throw-on-and-go knits we’ve racked up over the past few years, we’re always tempted to scoop up a new chunky sweater whenever the temps start to drop. And this year, there’s a certain brand popular on Instagram that we have our eyes (and bank accounts) set on for sweater weather, Doên. You’ve probably scrolled past — or double-tapped — its perfectly boho, vintage-inspired pieces since they launched last year.
But aside from their breezy dresses and lovely tops, they happen to kill it in the knitwear department. From cable knit to striped, this indie label’s knits check all the boxes, and it definitely helps that they’re photographed in a retro way that’s straight-up fall #goals. Judging by their 80,000-plus followers, it seems like Instagram has been a large part of this brand’s success. We just can’t resist falling in love with everything they do.
Click ahead to get to know Doên and its cozy sweaters for yourself — but we wouldn’t wait if we were you, because these babies sell out quicker than you can double-tap your screen.
Like what you see? How about some more R29 goodness, right here?