Pel Peltiér founded DOTDAT as a creative director for an international sports brand. He noticed the challenges fine art college students face in selling their work and getting into galleries. These challenges were easier for him to see because he had also been trying to find his way in the art world.

Pel was also familiar with the clothing market's shopping habits and saw some similarities within the clothing market. Education and the lack of it within the early introduction into the art world was a significant barrier to entry.

He then took the two passions in his life, art, and fashion, and used his experience creating exciting customer and user experiences to draft the initial idea for DOTDAT.