DEWEY Clothing

We’re incredibly proud to see this partnership live 💜 The disability price tag is real, and it’s why meaningful savings and accessible experiences matter so much. When brands take action to recognise and support disabled customers, it creates lasting impact. This is what designing with dignity looks like. Thank you for standing with the disabled community and helping make everyday life a little more affordable and accessible DEWEY Clothing!

Story should be at the centre of every brand. It's the part that decides if people trust you, or scroll. At STORO, we've been working as Head of Story for DEWEY Clothing, a height-inclusive fashion brand, for the past year. The journey has been remarkable. Last January, DEWEY's founder was announced as a #Drapers 30 Under 30 Alumni and finished the year shortlisted at the prestigious main Drapers Awards in the Diversity and Inclusion category. And here's the honest bit: the story wasn't being told the way customers were living it. By analysing data, we identified a gap. Not in product. In narrative. So we decided to take action. 👉🏽 We brought together a team of communications experts, ran a brand workshop, and got clear on who DEWEY is for and what it stands for. 👉🏽 We built a full team of social media and content specialists who, alongside DEWEY's senior leadership, shape the narratives, develop creative strategies, and execute activations across all digital channels. 👉🏽 But the real shift wasn't hiring. It was this decision: customers stop being "testimonials" and start becoming the brand. We made them the models. We gave them a voice. We made them visible and heard. Because when you're 4'8", and nothing fits, it's not a shopping problem. It's confidence. It's comfort. It's feeling like you were forgotten. One customer said: "I have spent most of my adult life struggling to find clothes that actually fit me as a 4-foot-8 person. So you can imagine my excitement and relief when I found DEWEY! I just love the inclusiveness of the brand and what they're passionate about." That's the story. And yes, it shows up in results too. Steady revenue growth. Now, two new Drapers Awards shortlists from the UK's leading fashion retail publication. As Chloe Mills from Drapers put it, "The shortlisted companies represent the best of the best in responsible business, transforming fashion retail into a force for good." With the 114-strong shortlist being the longest since the awards launched, it reflects how much ethical, sustainable, and circular fashion matters to the industry now. That doesn't happen because you post more. It happens when people feel seen. Conscious fashion is here to stay. And we're proud DEWEY is recognised as a trailblazer in this space. Story works. That's what we do at STORO.

One of the highlights of my week: attending the Drapers Awards Ceremony — a true celebration of leadership in the retail-fashion industry and a strong spotlight on sustainability. Congratulations to all the nominees and winners for setting new standards and inspiring the sector. Big thanks to the sponsors and organisers for such a fantastic event. 🙌 #RetailInnovation #FashionLeadership #Sustainability #DrapersAwards #RetailExcellence DEWEY Clothing Marks and Spencer The Very Group NUDEA Remus Uomo Never Fully Dressed Humes Outfitters RENES FASHIONS DSV - Global Transport and Logistics Barbour FOOTASYLUM Goddiva Fabacus Lyle & Scott NAIA BEACH Nobody's Child Primark Juicy Couture Superdry VICTORIA'S SECRET'S AllSaints Applegreen Calvin Klein Carl Stuart Tailors CityMan Menswear Adanola The Very Group U.S. Polo Assn. (USPA Global) Red Run George at Asda Ej Menswear Reiss Jade Jamel Sabrina Jarrett Chamiah Dewey Dillan Gandhi