Our 3rd Birthday - The Journey So Far

It’s our birthday — and what a journey it’s been.

Three years ago, dea began in the most personal way. Our founder, Deanna, was seeking healing for a chronic skin condition that caused both physical and emotional trauma. Even the fabrics against her skin triggered irritation. As a fashion designer with over two decades of experience, she began connecting the dots between synthetic, chemically dyed clothing and the rise in skin conditions, infertility, and other modern health challenges. She set out to create a brand that took a holistic view — one that would bring peace and vitality with every garment. dea became the answer.

Year One: Hand-Made, Hand-Dyed

We worked from our own kitchens — hand-dyeing organic cotton using natural dyes from hand-collected walnut shells, avocado skins, and soy milk. We cut the fabric by hand and sewed every piece in our little studio in Hawke’s Bay.

Year Two: The Journey to India

As our community grew, so did the demand. Our kitchens couldn’t keep up, so Deanna travelled to India, where she spent eight months working closely with our extended family of makers — overseeing every step to ensure each fibre remained true to dea: ethical, low-tox, and made with love. In fast fashion, workers are often exposed to chemical pollution that harms their health — as well as ours. We knew there had to be a better way.

Year Three: Big Things To Come

Now, as we turn three, we’re not just celebrating a birthday — we’re celebrating you, and the conscious choices we’re making together. Whether you’ve made one purchase or many, you are part of this change. 

Thank you for choosing to wear the change. 
The ripple has only just begun.

With love, 
The dea team xo