Deta was founded by me, Anna Berger, a communication designer who recently moved from Berlin to NYC. My label is experimenting in the field of knitwear but is also questioning social boundaries by working with local senior citizens. Seeking to make garments versatile and comfortable, Deta is giving retro styles a contemporary look.
"Deta" is named after my grand aunt, Tante Käthe. My cousins and I could not say her name when we were little, so it just turned into "Deta". The name stuck ever since. Aunt Deta wouldn't follow typical rules, and as such has been a continuing inspiration. For example, we spent nearly every summer vacation at her house, and it was always the best fun. She would allow us to cook vanilla pudding in the middle of the night and let us stir pasta into it, because: why not? Also, she let me drink a 'shot' of fever medicine, because I really liked the taste of it as a kid.
I dedicated the label to her because I hope to question rules we all take for granted, while at the same time staying approachable. Moreover, I'm also dedicating it to the women of her generation that learned to cherish what they had and live resourcefully. Women who taught the next generation to maintain their wardrobe for a long time and take good care of it. Who knew how to sew their own clothes and who defaulted to self-reliance. It's these types of women that we are most interested in collaborating with on our products.
Support your local Handwerk
Deta will be incorporating handmade products into our collection every season, co-developing and producing designs with local seniors. Previously in Berlin, under the name e.a.seawear, our crocheted pieces were designed and produced with a group of seniors and a Turkish handcraft group. We've heard from a lot of our senior collaborators that it's been a good use of their time as well as an outlet for their passion for handcraft. It's proven to be a mutually beneficial relationship: the seniors help the label with their skills, and the label provides them with additional income. It's been rewarding working together with a cross-generational team on a product that normally would not be expected to unite different age groups.