DEDE The Brand

DEDE is a contemporary fashion brand that makes both bespoke and ready-to-wear clothing for men and women. Established in 2019, DEDE is a Nigerian clothing brand founded by Fashion Entrepreneur, Taiye Dedeola Awoniyi. Dede is the parent fashion company of the DEDE Studio and EveryDE clothing brands.

 It's silly but when I was younger, I used to think the world was in black and white because of how images appeared prior to colour photography. But in a way, this also represented the way most people viewed the world back then- in black and white. 

Based on things like tribe, nationality or gender, many were forced to live lives that were grey, unfulfilling and lacking of adventure. You couldn't be caught dating someone who wasn't from an ally country or tribe during a war that you didn't start or as a woman, your life was basically not yours to live. This in turn created innumerable hateful mentalities that still cause divisions in our world today. 

The EveryDe II collection took us on a very insightful journey as it required a lot of reflection as the world was forced into isolation. As we faced a common enemy in the form of the unfamiliar Coronavirus, we were reminded of other viruses that had been existing among us but we had become accustomed to. Racism, police brutality, rape, misogyny, classism, corruption, to name a few.  

However, this time round we refused to remain silent and witnessed how much power we have within ourselves to create unity in diversity and fight against the forces that wish to further divide us. We saw how we can be diverse without being divided.

As such, this collection is a symbol of change, strength and the power of unity.  Join us in choosing to live more intentionally with hearts that are willing to love with action because words alone are simply not enough. 

Love is what incites us to break away from living "black and white" lives that promote division. Love is what enables us to come with our different colours- our voices, abilities, talents and skills- to create a harmony of hues that shine brighter together. Though things appear hopeless, we must not give up. 

As the night's dark sky does not keep the stars from shining but only makes them more evident, so must we show forth our light now more than ever.

Lookbook Photo Credits:

Photographer: Ngozi Eme @ngozieme

Model: Okunnuga Omolara @okunnugaomolara

Makeup artist: Kemi Awoyemi @j0rdanna

Creative direction: Taiye Awoniyi @hernameistaiye

Creative Director/Founder: Taiye Awoniyi @hernameistaiye

Branding: Fashion Aid Tool @fat.agency

Social Media:

Instagram: @dedethebrand

Twitter: @dede_thebrand

Facebook: dedethebrand

Website: www.dedethebrand.com