A Gift of Slowness in a Season of Noise

Every year, as November rolls in, the world gets louder.
Black Friday emails crowd our inboxes, flashing sales fill our screens, and the pressure to buy, upgrade, and accumulate settles into the air like static. What was once a single shopping day has become a season of urgency, a fast, consuming rush.

At dea, we’ve always felt a little out of step with that rhythm.

An Invitation to Slow Down

Instead of adding another promotion to the pile, we wanted to offer something different this year. Something softer. Something that meets you where you are.

A moment to slow down.

A chance to release rather than acquire.

An invitation to let go of anything that’s been sitting heavily on your shoulders —
a thought,
a habit,
a pattern,
a pace that no longer feels like yours.

A Meditation We Love

To support that release, we’ve chosen to share something free, grounding, and genuinely nourishing:
a guided meditation by Jake Currie that helps you soften, breathe deeper, and let emotional tension melt away.

It’s a quiet exhale in a noisy season.

👉 Listen to the meditation here.

Why We Don’t Participate in Black Friday

We know slow fashion doesn’t always fit into the mainstream narrative of “more for less.”
As a seed-to-skin brand, we know where our fibres grow, the plants that become our dyes, and the hands that sew each piece. Every garment is touched by real lives, real land, and real care.

This is why our products cost more financially: they’re an investment in you and in Papatūānuku.

And this is why deep discounting has never aligned with our values.

Black Friday celebrates mass production, overconsumption, and waste.
We choose not to participate in that cycle.

Instead, we choose intention.
We choose connection.
We choose slowness.

Choosing Care Over Chaos

Thank you for being part of this movement with us. For supporting ethical makers, regenerative materials, and clothing that honours skin, people, and planet.

In a world that’s always rushing, it means something to choose slow.

With love and support,
Deanna, Lynda, Daisy and Ella
The dea team x