THIS IS dae
dae started from something real — a feeling, a moment when we knew we had to be more than just clothes.
It’s about understanding the late nights, the quiet battles, and the days we keep pushing through - even when it feels impossible. We created this brand not just to give you something to wear, but something to remind you that you’re not alone.
We’re here for the why — for the moments you’re fighting the hard days but you show up anyway. Every hoodie is a reminder that your story matters, and you’re not alone.
And because we believe in supporting each other, we donate 5% of all hoodie proceeds to mental health charities in Aotearoa. Because mental health is just as important as anything else — and together, we can make a difference.
Staple Drop.
Made for comfort, but built with purpose, Staple is more than something you wear. It’s a reminder to slow down, show up, and take care — because investing in yourself is where real growth starts.
At dae, we believe in seizing the opportunities and executing them daily — even the small things. Like choosing to rest. Choosing to keep going. Choosing to feel good in what you wear.
This is your layer of comfort, clarity, and quiet confidence.
Get in touch.
Have questions or need assistance? We’re here to help!
Whether you need support with an order, have a product enquiry, or just want to say hi, feel free to drop us a message. We’ll get back to you as soon as we can.