WHO IS DEIDAA
“Deidaa Pty Ltd’ is an Australian company based in Melbourne, Victoria.
‘Deidaa’ offers garments, bags, shawls and scarves, designed in Australia, made in Australia, New Zealand, India, Nepal and sold worldwide. ‘We research continuously and travel extensively to create ranges that blend fashion forecasts with artisan crafts. Accent is on natural fabrics, handcrafting and traditional techniques’, says Deidaa designer Samita.
WHAT DEIDAA DOES
With clients in Dublin, Toronto, Sydney, Darlinghurst, Young, Lismore, Melbourne, Sale, Foster, Myrtleford, Carindale, Paddington, Mooloolaba, Atherton, Adelaide, Barossa Valley, Perth, Launceston, Auckland, Wellington, Christchurch, Waikato, Hawkes Bay and Gisborne,* Deidaa works for leading designers and sells through select stores and online in Australia, New Zealand, the USA and the UK.
Deidaa designs and/or manufactures garments, bags, scarves, uniforms and lifestyle products for leading companies worldwide. Please send wholesale enquiries to firstname.lastname@example.org
THE DEIDAA TRIBE
An alumnus of National Institute of Fashion Technology, New Delhi, India, Samita has a Masters degree in Fashion Design with honours from Auckland University of Technology. For her Masters research project, Samita worked closely with Tongan Tapa cloth painters. In a career spanning over two decades, Samita has worked closely with buying and fashion houses in the United States of America, Europe, Australasia and the Middle East. She has dressed models, beauty queens and film stars. Covered widely by print and visual media in Australia, New Zealand, Dubai and India, Samita has made several appearances on the Indian national television network and Television New Zealand. She lectures at international conferences and writes articles on fashion and textiles in Australia, New Zealand and India. A finalist at the Style Pasifika Fashion Awards in Auckland for two successive years, Samita is currently the Coordinator of Major Studies (Fashion and Costume Design) at the Academy of Design Australia (AoDA), Port Melbourne. She divides her time between Asia, New Zealand and Australia.
Samita’s label Deidaa was one of the four Australian fashion businesses selected to showcase at World Boutique, Hong Kong in January 2014.
ARTISANS – DEIDAA’S BEDROCK
Team@deidaa works with tribal communities in Eastern India, one of the poorer regions of the country, to produce ‘Deidaa Eco’ – a range of scarves and ties made out of wild silk. Deidaa is about preserving tradition and retaining self respect. Mass production robs artisans of creative satisfaction. Deidaa contributes to artisans’ material and emotional wellness by creating a demand for artisan crafts. Deidaa has her own manufacturing unit in India. Bulk of the apparel and accessories are custom designed and produced in – house in an ethical and sustainable manner.
‘ I do not negate the contribution of technology to fashion, but what human hands can achieve has never ceased to surprise me. I channelise the artisans’ creativity into fashionable apparel and accessories. I work from within and not from above. I learn from the artisans as much as they learn from me. As a fashion designer, I strive to be the bridge between artisan crafts and contemporary fashion,’ says Samita.
DEIDAA’S MANTRA – INNOVATON, QUALITY, SERVICE, AFFORDABILITY