DOUGH RAY ME: On the surface, donuts appear to be a reasonably straightforward business — selling fresh, colourful and circular confections that appeal to the masses with quick turnarounds. The specialty also sounds somewhat just like the fashion industry, as Dough Doughnuts co-owner Steven Klein can attest to.

Having spent years in private label sportswear manufacturing on Seventh Avenue before diving into donuts, he understands the ins and outs of fashion, collaborations and drops. Last month, Dough provided the 100 “X”-shaped turquoise and white donuts for the launch of “Sex and the City” actress Sarah Jessica Parker’s wine brand Invivo X, SJP. “What happened was the PR firm called us in a panic — as usual with loads of these PR firms — to say, ‘Are you able to do it?’ and I said sure. They gave us two or three days. Then our chefs should mix the colours with our glazes to match,” Klein said.

Dough also provided a “Blissful Birthday” want to Jimmy Fallon with letter-shaped donuts and donuts for the staff and production team for his late-night talk show. “He’s a sweets person so we sent him donuts and our recent cookies. They enjoyed it tremendously, which is great for us.”

Dough is considering potentially using some IMG talent to advertise a protein-packed donut that continues to be in development. Unfazed that models ought to be watching their weight as an alternative of gaining weight, Klein said, “Listen, food today is hot. Also, depending on what the product is, celebrities and athletes will partner with something that’s good,” Klein said. “I also can seek advice from the style firms [on their level.] And we make a terrific presentation.” He added that Dough began making Instagram-friendly donut partitions at special events several years ago.

Friendly with Ivan Bart, president of IMG Models and Fashion, Klein described him as “a giant donut person.” Dismissing the suggestion that that will appear to be a job hazard for an image-maker, who works with legions of skilled models, Klein said, “He’s been a fan of ours. Sometimes we could have an event with him or sometimes we’ll do a tasting together with his staff.”

Trying to create a Prosecco-flavored donut, Klein connected with Bart, who arranged for a call with Christie Brinkley and her agent. The model helped develop Bellissima Prosecco. “Christie loved the thought. I just need to search out the time,” Klein said, adding that a couple of months ago, Dough created custom yellow donuts for a Vera Wang libation launch. (The designer once said that on the day before shows, her design director’s husband brought in donuts, which became a ritual on account of superstition).

The Vera Wang connection led to creating three Proper No. Twelve Irish Whiskey-infused donuts for a special event with Conor McGregor, who has a stake in the corporate. Dough also sent two boxes of donuts to Kim Kardashian from the “Saturday Night Live” team and designer Alexander Wang before her appearance on the show last yr, Klein said.

Lauren B and Jennifer Fisher are two of the jewellery firms which have tapped Dough, too. As is customary with fashion, samples are required for Dough. “We make everybody taste our donuts before we conform to do something in order that we’re in the identical ballpark,” Klein said.

Though Klein’s Seventh Avenue experience was rooted in inexpensive apparel, he speaks the language of fashion and understands the necessity for speed.

“I work with so many PR firms so that there’s a relationship. The minute they’ve an idea they call us and say, ‘What do you’re thinking that?’ And I’ll say, ‘OK, how much time are you going to provide me?’” Klein said.

An alliance with Tom Ford is high on Dough’s wish list. In an InStyle interview last yr, the designer said he eats not less than thrice a day and he counts donuts as a food group. He also attributed the indisputable fact that he has maintained the identical weight that he was in his twenties to “the donut food plan plan.”

Asked if he had connected with Ford yet, as planned, Klein said, “No, I’m going to work on Tom Ford.”