about us

 Meet the Founders

Cassidy & Kelsey Tucker

We are two sisters who believe in each other. This is our story.


Deviate was born from our combined passions in both fashion and entrepreneurship.

When we were children, we did everything together. As we've grown up, our interests diverged but our connectivity has remained. Kelsey pursued her passions in fashion, which took her to work for high-profile designers in Los Angeles, such as Vera Wang. While Cassidy was drawn to the startup hustle, where she had her first multi-million dollar exit at age 24. Following these experiences, we decided to do what we've done our whole lives: Combine our passions and work alongside each other. 

So we founded Deviate: A fashion brand that designs and manufactures high-fashion streetwear with tailored elements portrayed in an edgy-feminine style. It is Deviate's mission to empower the individual by redefining the art of fashion.

All of our products come to life in Detroit.

We use American-made and ethically sourced materials and our clothing is manufactured by the hands of Detroit artisans. Each artisan's signature can be found on the tag of the product that he/she has worked on. We want you to know exactly who touched your product and where the materials came from, all while empowering local artisans in the process. 

If you knew us as little kiddos, you might not have expected that we would end up in the fashion space. 
That's mostly because we only had interest in wearing our hockey jerseys. We spent most of our childhood at the hockey rink perfecting our skills on the ice.
We loved hockey, but quickly learned the challenges of being a female in a male-dominated environment. Hand-me-down equipment from the boys' team and last pick for practice times drove our determination to outplay and outperform the boys. And more often than not, we did!

These early experiences stuck with us and certainly played a part in fueling the creation of Deviate, a brand that promotes and supports individuality without bias.


We work hard to challenge trends and create products that are beautiful, durable, practical, and unapologetically unique. These products are made with the intention to empower individuals around the world who want to be themselves, not the status quo.

"We listen to her. We design for herThe best part about this job is when we receive feedback from a customer who absolutely loves our jeans or our jacket because it was different and it made her feel strong inside and out. She is the driving force behind this brand." - Kelsey Tucker, Creative Director

Our Mission

It is Deviate's mission to empower the individual by redefining the art of fashion.

We Create Differently, Sustainably 

All dye baths are controlled in-house and sustainably and naturally dyed using plants sourced right here in Detroit. This is very unique to Deviate as colors will change slightly in tone with each new stock drop. This unique creative process further sets Deviate apart while promoting individuality and variety in the world -- every single color is one of a kind. 

Sustainability is extremely important. As a company, we feel it is our duty to create and produce responsibly, keeping Mother Earth top of mind. That is why we have perfected our dye process and are now able to offer dyeing as a service to other brands and companies looking to sustainably dye their products in Detroit. We are able to keep prices competitive, if you are interested in learning more please reach out.

Contact Us

Would you like to retail our products or inquire about dyeing as a service in Detroit? Please email info.deviate@gmail.com.