I’m Deva, and I began PHAEDRA in the summer of 2015.
I spent years looking for simple clothing that would fit my tall frame. I’d basically given up on high street
stores and spent hours rifling through charity shops rails hoping to find what I was looking for. Then I had a brainwave. Why not try and sew my own? And PHAEDRA was born.Through clothes-making and making more active and conscious decisions about my clothes, I began to understand the environmental and socio-political effect that the clothing industry has on the world, and it’s my aim to provide sustainable, low-impact clothing.
My studio is part of a network of rooms that reside in an old shoe-making factory in Norwich, a grand and
dilapidated redbrick building with echoes of it’s old industry. I sit sewing at a large window, looking out over a cherry tree. Phaedra is a one-woman business and I design, cut, sew and send all your
PHAEDRA CLOTHING SEEKS A BALANCE BETWEEN FORM AND FUNCTION, COMBINING ATTENTION TO DETAIL WITH PRACTICAL, EVERYDAY WEAR. IT IS CLOTHING THAT CAN BE WORN COMFORTABLY : SIMPLE LINES THOUGHTFULLY MADE.
EACH PIECE IS CREATED USING NATURAL FABRICS. THE PALETTE OF THE COLLECTION CONJURES GREY-BLUE SEASCAPES AND THE LOW LIGHT OF THE ENGLISH COASTLINE. A MUTED, HUMBLE AND CONSIDERED SIMPLICITY IS AT THE HEART OF MY ETHOS.
PHAEDRA CELEBRATES THE HUMAN RATHER THAN THE MACHINE. A GARMENT IS A NARRATIVE, A PIECE THAT CHANGES OVER TIME. LINEN BECOMES SOFTER AND SUPPLER, COLOURS LIGHTEN SUBTLY, AND THE CLOTH IS IMBUED WITH MEMORY – ALL SIGNS OF A LONG AND HAPPY RELATIONSHIP BETWEEN GARMENT AND WEARER.
MY ONE-WOMAN BUSINESS CHAMPIONS WELL-DESIGNED AND WELL-MADE PRODUCTS. I WORK TO BE AS ETHICAL AND ENVIRONMENTALLY CONSCIOUS AS POSSIBLE IN MY PROCESSES. I USE LITHUANIAN LINEN, BRITISH AND JAPANESE COTTON, PAPER PACKAGING, AND BRITISH-MADE BUTTONS AND NOTIONS.
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