Jessica Norton 
In the heart of historic Cape May lies a boutique that seamlessly marries seaside style with a commitment to ethical fashion. Founded by designer Alexa D’Amico, The Days – located at 660 Washington Street – reflects a vision of a brand rooted in sustainability, local identity, and mindful production. Turning early frustrations with unethical overseas manufacturing into a guiding mission, Alexa creates clothing and accessories defined by transparency, integrity, and thoughtful design. From upcycled designer handbags to fashion crafted from eco-friendly fibers, every piece from The Days is as chic as it is conscientious. Read on to learn more about how The Days is redefining sustainable style in Cape May, New Jersey.
The Early Days of The Days
Alexa D’Amico, a North Jersey native who spent her summers in Cape May, studied apparel design and production management at the Fashion Institute of Technology. After college, she built a career in corporate fashion, working with big-name womenswear brands like Club Monaco, Marc Jacobs, Jones New York, Diane von Furstenberg, and Betsey Johnson. Even with her impressive resume and extensive industry experience, she craved work that felt more meaningful and true to her values.
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“I traveled overseas for my day job as a corporate fashion designer. Ethics and values in manufacturing look very different overseas in mass production, and that was something I knew instantly I did not want to be a part of,” Alexa told The Jersey Shore Girl.
A distaste for unethical overseas manufacturing and the drive to do something better led her to create her own brand: The Days. With The Days, her mission to emphasize the value of ethical manufacturing and create fashion-forward pieces that prioritize sustainability began.
“When building up the courage – and finances – to create my own label, there was always that introspective feeling of making the most of your time here on this planet, making your days, or The Days, count and directing focus on doing more of what you love,” she recalled on the inspiration for the name of her brand.
In making pieces for herself and The Days, Alexa partnered with local East Coast factories and drew from earth-conscious and upcycled materials, transforming vintage beach towels, building awnings, 1970s sleeping bags, and repurposed luxury designer bags into her own creations. Her first collection in 2018 under The Days focused on swimwear, which was a natural choice given her lifelong summers spent in Cape May. In October 2022, Alexa and her husband Shaun opened The Days’ first brick-and-mortar location in the historic seaside town to provide a space where customers can explore and shop sustainable fashion in person. For Alexa, the store represents a full-circle moment, merging her love for the beach with her commitment to mindful, ethically-made fashion.
Why Sustainable + Ethical Fashion is Important
Sustainable fashion design is the practice of creating clothing and accessories in ways that are environmentally responsible, ethically conscious, and economically viable over the long term. By manufacturing all goods in the USA and paying employees fair, living wages, The Days seeks to reduce the negative impact of fast fashion on the planet. Its approach emphasizes products that are built to last and the upcycling of textiles that might otherwise end up in landfills. The full lifecycle of each product made for The Days is carefully considered, from raw material sourcing to production and the eventual end use, with a focus on maximizing longevity.
“Getting the most life out of your products is huge and so overlooked in a fast-fashion driven world,” Alexa noted.
Custom Orders + Upcycled Projects
At The Days, old luxury bags are given new life as unique pieces designed by Alexa. A Louis Vuitton duffle that’s been tucked away in a closet collecting dust, for example, can be transformed into a crossbody bag, a cosmetic case, or even a keychain. Each custom upcycle order is crafted to reflect the client’s vision and preferred use.
“Clients typically reach out by email or visit the shop in person,” Alexa explained. “It’s helpful to have a photo and the dimensions of the original bag. From there, I create a 3D sketch of the new design before any cutting or sewing begins. The process is so fun, and it’s incredibly rewarding to give something beautiful a second life.”
During a visit to The Days’ brick-and-mortar store, the JSG team admired wallets made from upcycled scraps of the Chalfonte Hotel’s awning — the very hotel where Alexa and her husband got married. Alexa explained that the personal connection made the project especially meaningful for her. She loves turning everyday materials into pieces rich with story and sentiment.
Alexa on The Perfect Day in Cape May
JSG asked Alexa to share an itinerary on how to have a perfect day in Cape May:
“My husband and I love grabbing coffee at Out There Coffee first thing in the morning and either walking along the beach to the lighthouse and back or around town. We would probably paddle board by the marina and afterwards head to the beach, with snacks in the cooler, of course. There is just so much to do outside, and we love to soak up every bit of it! Later that day, we would head to The Chalfonte for the ramble and catch some live music, dinner would be at Washington Inn, and, because I always need a sweet treat, get ice cream at Kings.”
Alexa’s Advice for Jersey Shore Girl Entrepreneurs + Business Owners
“My best advice is to follow your dreams,” Alexa shared, “It sounds cliché, but our time here is short. Even if you start small, you will never know what is possible until you take the first step.”
The Days is located at 660 Washington Street in Cape May and can be shopped online. Follow @thedayscapemay or visit the website for merch drops, custom orders, sneak peeks, and style inspo.
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