DEDE (pronounced day-day) is a fashion brand founded by Dedeola Taiye Awoniyi, and was built on a legacy of women who have contributed to the Nigerian fashion industry. Our founder's maternal grandmother was a seamstress from Ondo State, Nigeria, and her mother was a fashion buyer who sourced corporate wear for women, which were sold in her Lagos boutique. The work ethic of her matriarchs' and her personal desire for good craftsmanship led her to create a business that addressed a growing need for quality tailoring that was accessible to a wider market in Africa and Africans in diaspora.

We also believe that fashion is an important agent for job creation and positive social impact. At DEDE, we recruit workers locally, train them, and provide respectable renumeration packages which include welfare benefits in healthcare and education for their children.

 

We operate on a slow fashion model by manufacturing clothing according to demand and we also offer a made-to-measure option for improved customer satisfaction and inclusive sizing. Our bridal and bespoke tailoring for special occasions is handled by the separate branch of our business called MadeWithLoveByDEDE.

 

DEDE officially opened for business in November 2019 .

Dedeola's designs are a balance of structure and fluidity with a feminine aesthetic. She experiments with a range of fabrics to create unique silhouettes that compliment the female form.

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