Every part of our process is considered
Process Snapshot: Fabric and thread selection; soaking of materials; creation and preparation of botanical dyes; dyeing the fabric; patterns, cutting and sewing designs; drying; a dea creation is born, ready to be worn by a beautiful human body!
Our Process: From Start to Finish
The dea Way
There is so much buzz around the sustainable and eco-friendly movement within the clothing industry right now. This is fantastic but sometimes it gets a bit confusing as to what it all actually means. Here at dea we are totally toxic free, an ethical consideration that is woven into every aspect of our process – from start to finish.
Our intention is to create clothing for every human being, no matter skin tone, type or condition. And we are creating clothing that is safe and loving for our planet. An ideal option for everyone, including people with sensitive skin or who are prone to eczema.
Let’s unpack how dea works to maintain a reciprocal relationship with mother nature, not harming her in the creation of our pieces.
Our Materials
Finding the perfect fabric wasn’t easy! After extensive research and testing, we proudly use GOTS-certified organic cotton—which ensures no chemical sprays or pesticides, and strict social and ecological standards. Each thread is thoughtfully chosen, whether it’s Tencel for some pieces or recycled polyester (for now) in items made in India to ensure long-lasting wear.
And while we’re thrilled with our progress, we’re always on the lookout for even better options—our commitment to a green supply chain means we’re constantly innovating behind the scenes.
Clean Dyes
Our dyeing process is entirely natural, meaning we use plants, minerals, and even food waste to bring life to our fabrics.
You’ll notice that our colours aren’t always uniform; botanical dyes produce beautiful variations in shade, giving each garment a one-of-a-kind look. These differences aren’t just cosmetic—they’re a testament to the natural world, where every colour tells a story and embraces the beauty of imperfections.
Before dyeing, we prepare the fabric by ‘scouring’—a natural wash that cleans and opens up the fibers.
For most dyes, fabrics need something called a mordant to make the colour stick. Many commercial mordants are metal-based and can be harsh on skin and the planet, but we’ve found a gentler solution. Firstly we will soak the fabric in soy milk, then if necessary we use a minimal amount of mineral alum, a safer, naturally derived option that doesn’t compromise on vibrancy and is gentle enough for sensitive skin or eczema sufferers.
We use our Founder, Deanna’s skin as our compass. If it irritates, it doesn’t get the tick of approval.
Botanical Colours
Our botanical dyes come straight from nature, each chosen for its vibrant hue and gentle effect on the skin. Depending on where the garment is made—either New Zealand or India—we use locally sourced plants ensuring a more sustainable journey from source to garment.
We use avocado skins and pips, walnut husks, pomegranate skins, indigo leaves, madder root (rubia), and mulberry leaves to produce colours that range from gentle blues, sage greens to warm reds and soft tan.
The Dyeing Process
Once our fabrics are prepped, they’re soaked in dye and gently heated. In India this is in a large washing machine-like machine which tumbles the fabric round and round in the dye mixture. This gentle, slow process allows the colour to truly sink in, creating shades that are soft, unique, and long-lasting. The pieces are then dried naturally in the air, letting them soak up a little more of nature before they become your next favourite garment.
Patterns, Cutting, and Sewing
Every pattern is crafted by Deanna and thoughtfully tested by our friends and family, so each piece is just right. From the first cut to the final stitch, every garment carries the love and care of the people who made it. Our designs embrace comfort, style, and a connection to nature—making it feel like a hug from the planet each time you put one on.
Honest ingredients, all the way through. We pride ourselves on the consideration and integrity we have brought to the creation of this product. It has been a labour of utter love, on so many levels. Here’s to our people and to our plants, for all they have given! And here’s to you for supporting us and supporting sustainability through what you wear.
With love,
dea xx