Deidei is a British fashion label born from memory, place, and a deep respect for craft.
Designer Hailea Crichton founded the brand in Manchester with her friend and sister-in-law Gabrielle Pritchard. After studying at London College of Fashion, Hailea returned North to create pieces that feel timeless, personal, and intentional.
The story of Deidei begins long before its first collection. It starts in childhood - in dress-up boxes, rainy countryside days, and stories told by Hailea’s grandmother, who worked in the harsh textile mills of Lancashire. These early threads run through everything we do - clothing that holds memory, that honours where we come from and creates new stories.
Deidei is interested in the quiet tension between nature and the human hand; how we alter, shape, and often strain the natural world. Our collections reflect this dialogue. They are soft but structured, nostalgic but forward-looking, rooted in the land yet never stuck in time.
Each garment is made in the UK, in small batches, using low-impact materials and a hands-on approach. We work slowly and deliberately, focusing on the craft to create beautiful things.
