DEE'S STITCHES
ABOUT THE BRAND
Dee's Stitches is a modest fashion brand operating in Abuja and Zaria, Nigeria. The brand produces ready-to-wear clothing for women, men, and teenagers, anchored by a commitment to authentic modesty, not modesty as an aesthetic, but as an intention. Dee’s stitches promise to deliver authentic modesty, where other brands treat modesty as a constraint, Dee's Stitches treats it as a design principle expressed in every cut, material choice, and brand interaction.
WHO THEY SERVE
For individuals across gender and age who hold modesty as a personal value, not merely a religious obligation. They are intentional consumers who notice when a brand is genuinely aligned with their values versus performing them
Women seeking modest ready-to-wear beyond the Abaya category
Men looking for modest clothing outside of traditional wear
Families purchasing modest children's clothing for both boys and girls
CREATIVE DIRECTION
After the brand strategy was established the first line of action was the creative direction where I explored 2 different concepts and presented them to the client, she loved the colour palette from the first and how clean it felt, but also loved the floral prints and patterns of the second. Taking inspiration from the 2 I was able to move forward and design the visual identity.
LOGO CONCEPT
Fatima expressed that she has always wanted to have a logo with a stitch somewhere, she made it known that a word mark is what she wants and just 1 single variant that will work online offline and in on print.
The colours were also specified by her although my first proposal had darker shades of the blue and purple but it was later reviewed and we agreed on this palette
My client uses glasses and was very clear on having super clear and readable typography, aesthetics aside, anyone that will buy from her should be able to read and know what they are buying
Aside being affordable and accessible, unlike other brands that only offer women clothing, Dee's offer includes mens clothing and children.
Dees also leads with modesty, employing at every touchpoint, a sample copy
"Remember to be modest in your clothing and daring in your decisions"
The way we perceive things and experience the same things differently based on our own individuality has always fascinated me, whether through environment, physically or virtually. I believe we can shape that through branding and architecture.
FATIMA BASHIR 2026