Where storytelling meets style — wear your story, be unapologetically you.
Matcha Collection
At Diaries The Label, we believe style should feel personal — like your favourite matcha order. Our first collection is a love letter to matcha, inspired by our founder’s iconic Matcha Monday series. From illustrated totes to cozy crewnecks, every piece is made to feel like you — effortless, expressive, and rooted in the rhythm of everyday life.
About Us
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At Diaries the Label, we believe style should tell your story — not rewrite it.
Born in Toronto and inspired by its vibrant café culture, we create thoughtfully designed pieces that reflect real people, local flavor, and everyday rituals. Our products celebrate identity, creativity, and the beauty of feeling seen.
We’re more than a brand — we’re a community of matcha lovers, city explorers, and quiet rebels who want their style to speak honestly. Every design is a diary to culture, crafted with care and rooted in authenticity.
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Our mission is to create stylish, functional, and culturally resonant products that make people feel seen. Through artful design and everyday essentials, we tell real stories — honoring individuality, community, and the moments that matter. Rooted in Toronto, inspired by the world, we exist to reflect who you truly are — not who you’re told to be.
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To be a global lifestyle brand that empowers individuals to express their authentic identities through artful, meaningful design — celebrating local culture and personal stories in every product we create. We envision a world where everyone feels truly seen, heard, and represented in the style they wear.
Meet Our Team
Dana
@danadiaries_ | Founder & CEO
Hi, I’m Dana — matcha lover, storyteller, and founder of Diaries The Label. What started as a fun Matcha Monday series on Instagram quickly turned into something much more personal: a way to blend my love for matcha, design, and human connection into something people could actually wear.
With a 7-year background in marketing, I’ve always known I wanted to build something of my own — something that felt authentic, expressive, and rooted in real stories.
Jennifer
Content Specialist
Hi, I’m Jennifer! I’ve always believed in the power of a good story. After studying English at the University of Toronto, I knew I wanted to use words to build something meaningful — something that connected people. That’s exactly what I get to do here at Diaries The Label.
Whether I’m crafting Instagram captions or helping shape the voice of the brand, my goal is simple: to make sure every word feels honest, intentional, and true to who we are. I’m passionate about storytelling that makes people feel seen — and I’m proud to be part of a brand that celebrates identity, community, and culture in such a unique way.
Contact us.
contact@diariesthelabel.com
Toronto, ON, Canada