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. Deanna teamed up with longtime friend Lynda to create dea. Together they 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.
You can now shop our naturally dyed underwear and women’s clothing made from GOTS certified organic cotton, still crafted with the same care.
Year Two: The Journey to India
As our community grew, so did the demand. Our kitchens couldn’t keep up, so Deanna and Lynda travelled to India, where they found the ideal manufacturing partners in Dhyvia and Senthil Kumar at HH Clothing Ltd. Deanna then 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.
Learn more about our ethics and sustainability values.
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.
If you’re new here, start with our best-selling Meara undies or explore the Freedom collection.
You’ll love the thoughtful content and discounts we share in our deaLoves Club. We write about everything from natural dyeing to mindful living, and subscribers get early access to new blogs, product launches, and more. Join our newsletter to stay connected and inspired.
Thank you for choosing to wear the change.
The ripple has only just begun.
With love,
The dea team xo
