It’s been quiet here for a while. During that quiet, I’ve been slowly transitioning out of DETA. Letting go wasn’t easy, but I’ve made peace with it.

I’ve been building this brand for over a decade, and it’s gone through many iterations—from crochet bikinis made by Berlin grandmas, to fully-fashioned knitting in Poland, then Brooklyn, LA, and finally 3D printing back in Brooklyn. I was always more interested in creating a good fit than in making a lot of products. Making a few things work well was more interesting to me. Also trying to make knitted swimwear work. I always thought you need a USP if you want to be successful but it has also been a burden. Making something that no-one understands. Knitwear and swimwear? People had trouble comprehending. 

I’ve always loved the nerdy side of knitwear. But I never really understood how to be a fashion brand—constantly producing new styles, posting nonstop, doing the whole marketing machine. That’s not my strength. I loved making photoshoots and working with images—yes. But selling something is a whole different level.

And then came the pandemic. Just as DETA was starting to get somewhere, my production shut down. 

Even now, I still really love the product. I will keep a lifelong stash of swimsuits—so I’ll never have to buy one again.

Yours, Anna