about us

Deviate is a Detroit-based fashion label designing womenswear, menswear and accessory collections for those who fall out of line. 
Our mission is to encourage others to be themselves, deviate away from the norm, and get out of line instead of into it.
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As a Detroit design house, it is our vision to elevate Detroit’s reputation as a fashion city. We are redefining fashion in Detroit.
We use American-made and ethically sourced materials and we have complete collections that are entirely 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.
“Detroit is a fashion city. We have elite creatives, designers, and entrepreneurs. Our goal is to add another dimension to this truth through the artful design elements and expert skill that we bring to every piece,” - Cassidy Tucker, Deviate Co-Founder  

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.

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 kids, 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 Detroit-based design house combining haute couture dimension with Prêt-à-Porter wearability. Our mission is to encourage others to be themselves, deviate away from the norm, and fall out of line instead of into it.

 

Listen to Deviate's Creative Director, Kelsey Tucker, Share Her Journey to Becoming a Fashion Designer

“We made the decision to marry the best elements of haute couture with the best of Prêt-à-Porter, allowing us to capture the elements that you and I love about high-fashion, and bring them into our everyday lives,” said Deviate Co-Founder Kelsey Tucker.

Growing Up

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.
 
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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.

Contact Us

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