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Thursday, June 20, 2024


  • Slow-fashion designs worn by Kate Nash and Aimee Lou Wood
  • Timeless pieces – that can be worn season after season
  • Care, Repair & Recycle initiative
  • Autumn/Winter 22 collection made from deadstock fabric

Designer Hailea Crichton from Accrington is on a mission with her team to make looking good and doing good the same thing with a new sustainable fashion brand, which is already a favourite among celebrities including Kate Nash, actor Aimee Lou Wood and Radio 1 presenter Vick Hope.

Created in 2021, Deidei is an anti-fast fashion lifestyle brand that prides itself on creating timeless collections, designed to be worn season after season.

Founder Hailea Crichton designs and develops all garments in-house, with designs inspired by the spaces where nature and people meet. Sustainability and circularity are considered at every stage of the design process, she consciously chooses fabrics and finishes that are part of a closed-loop system such as Tencel and Cupro.

This slow-fashion approach can be seen in Deidei’s collection of dresses, tops and accessories, which feature details that are adaptable to changing bodies such as ties, buttons, and pockets for maximum versatility and longevity.

All of the brand’s garments are made in the UK to minimise their carbon footprint, with limited runs produced by a family-run factory in London.

Committed to the circular fashion movement, Deidei launched ‘Restore’ this year, a project that provides valuable advice for responsible care, repair, and recycling to prevent garments from having an end life. They also run a rental service too, so that pieces can be worn and used again, many times over.

Hailea and the team have launched a limited collection for Autumn Winter 22, with garments made exclusively from hand-picked deadstock fabric, sourced from UK mills. Deadstock fabric is leftover fabric from textile and garment factories, which is destined for landfill.

And it’s not just the products that have to be ethical! Hailea grew up in a mill town and was taught to sew by her grandmother, who told her stories about working in the weaving sheds of the textile factories. Tales of men abusing their power and the bad working conditions in the mills, which affected her Grandmother’s health, inspired Hailea to find a better way of doing things in fashion industry.

Hailea said: “I saw the need for a clothing brand that I could trust, a brand with empathy and joy, that cares as much about the people making the products as they do about the people wearing them. This is where Deidei has come from, a brand that helps people look good, feel good and be good to the Earth. We are a female-led and self-funded team that is looking forward to growing the brand and educating customers on their sustainable journey.”

Deidei clothing and accessories are available to buy online www.deidei.co.uk or can be rented via: ​byrotation.com.

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