Our Story is Yours too

I’ve always believed it’s the small things that get us through — those quiet moments where we dig deep, show up, and keep going, even when everything feels heavy. Motivation isn’t about being at the top all the time, it’s about choosing to keep moving forward — one step at a time.

As a full-time personal trainer, I see that strength every day. People showing up not because it’s easy, but because they want to grow — for themselves, their families, and their future. That quiet determination is what inspired me to create dae.

dae is more than clothing. It’s about building a community that reminds you that you’re never alone. That you are seen. That you do matter. We’re here for the ones who get up on the hard days, the ones chasing growth, and the ones supporting others while fighting their own battles. Each hoodie is a symbol of that strength and a reminder that you're part of something bigger.

I’ve seen firsthand how powerful clothing can be — not just in how it looks, but in how it makes you feel. That little boost of confidence, the quiet reminder to keep going. That’s why we put so much meaning into every design, from the inspirational quotes to the comfort and quality that makes you feel at home in your hoodie.

Mental health is personal to me. I’ve faced my own struggles and seen it in the people around me. That’s why we donate 5% of every hoodie sale to mental health charities across Aotearoa — because it’s more than words. It’s about taking action to help others who need support. After the drops we will be asking ‘you - our community’ where you would like to see that money donated from this drop.

At the end of the day, dae is about motivation, support, and community. It’s a reminder that your story matters — and that someone’s always in your corner, even on the days it feels like no one’s paying attention.

We’re so glad you’re here with us.

— Derek
Founder of dae