DEWEY x Selfridges: A Revolution in Inclusive Fashion
In an industry that has long overlooked the needs of extra-petite individuals, DEWEY has partnered with Selfridges to change the game and bring inclusivity front and centre in fashion. This collaboration marks a bold and groundbreaking moment, as Selfridges becomes the first major department store to embrace and celebrate height inclusivity with a fashion line exclusively designed for individuals 5 feet and under.
Breaking Boundaries with Selfridges
Selfridges is no stranger to innovation, but this time they’ve gone above and beyond. By understanding the height differential and the unique challenges faced by extra-petite individuals, Selfridges has demonstrated agility and commitment to breaking the boundaries of traditional retail. From adapting their digital processes to include 5-foot mannequins and models, to providing special signage in-store that clearly communicates this range is for individuals 5 feet and under, Selfridges is helping lead a revolution in inclusive fashion.
The First Week: A Resounding Success
The customer response has been overwhelmingly positive. From the moment DEWEY hit the shelves, people have been flocking to Selfridges, finally finding a product that fits, feels great, and is sustainable. Our first VIP sales were a huge success, with one product selling out in the first week! Customers have expressed their excitement about finally having clothes that fit perfectly right off the rack, without the need for alterations. They’re thrilled to see their needs acknowledged in a luxury retail space like Selfridges.
A Collaborative Process
The collaboration with Selfridges has been a dream. They’ve worked closely with us to identify best-selling styles, colours that resonate with petite customers, and the kinds of products they’ve long been asking for. Their openness and collaborative spirit have been crucial to the success of this partnership. From start to finish, they’ve supported the vision of DEWEY, ensuring that our range speaks directly to the needs of the extra-petite community.
Ellie Simmonds: Championing Inclusivity
At the heart of this collaboration is Ellie Simmonds, the beloved Paralympian who is now making waves in the fashion world as an investor in DEWEY. Her involvement in our Selfridges launch has brought even more attention to the importance of inclusive fashion. Ellie joined Selfridges’ Sportopia panel, where she spoke passionately about the intersection of fashion and sport, and the urgent need for inclusivity in both.
Ellie’s involvement didn’t stop at the launch event. She worked closely with Chamiah to ensure that the products met her high standards for fit and comfort, making sure it was perfect for women of short stature who need a specific fit for athleisure. Her commitment to getting every detail just right has elevated the entire collection.
Chamiah Dewey: The Vision Behind the Line
None of this would have been possible without the dedication and talent of Chamiah Dewey, the visionary designer behind DEWEY. Chamiah spent three years researching the challenges faced by extra-petite individuals, leading her to create this revolutionary line. She designed every piece, made the first samples, and even found models under 5 feet who were eager to represent and support the brand.
Building a Community of Empowerment
At its core, DEWEY is about more than just clothing; it’s about creating a community. Through our collaboration with Selfridges and the support of incredible individuals like Ellie, we’re fostering a movement where people feel empowered, confident, and seen. Customers have shared how transformative it feels to wear clothes that are not only stylish but designed specifically for their unique needs. DEWEY is helping them feel strong, beautiful, and connected to a larger community that is demanding fashion that fits.
The Future of Fashion is Inclusive
This collaboration with Selfridges is just the beginning. Together, we are sending a message to the fashion industry: inclusivity matters. Over 31% of adults worldwide are under 5 feet tall, and for too long, their needs have been ignored. The DEWEY x Selfridges partnership is revolutionising the fashion landscape, showing that everyone deserves clothing that fits, feels great, and is made sustainably.
With Ellie Simmonds as our ambassador and investor, Chamiah Dewey’s brilliant designs, and the unwavering support of Selfridges, we’re on a mission to change the industry for good. This is the future of fashion—one where inclusivity is not just a buzzword but a reality.
Join the Movement
We invite you to visit Selfridges in-store or online to experience DEWEY for yourself. Whether you’re 4’3" or 5', DEWEY has the perfect fit for you. Together, we are making fashion for all.
This is just the start. Stay tuned for more exciting news and product launches as DEWEY continues to redefine what it means to be inclusive in fashion.