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Fresh Brands Deviate and Not Sorry Apparel Are Shaking up Detroit Fashion Industry

The Brands Are Focused on Local Designers, Individuality, Sustainability, and Positive Impact on Detroit Community


For those familiar with the fashion scene in Detroit, small boutiques, black-owned businesses, and authentic Detroit apparel make up the most of it. With the changing times, consumers put even more thought into where their money is going and the values behind the brand. Keeping these aspects top of mind, brands are silently evaluated each day upon the materials that are used to create the collections, political and social views of the companies – how a brand chooses to communicate their own values can impact sales and brand loyalty.

There are two unique, dedicated to Detroit brands, Deviate and Not Sorry Apparel that currently are shaking up the fashion industry and expressing the importance of expressing being your authentic self. Something Detroiters tend to value the most.

Through positive examples of individualism, supporting local, and honoring a pledge to sustainable fashion, these brands have set a new standard for Detroit fashion brands and deserve the attention they are receiving.



Deviate is taking advantage of the fashion industry and using it for good. Deviate produces deeply personal collections that explore current issues



and challenge social norms. In a city like Detroit, it’s important that issues are communicated and platforms are used for the greater good of the city, in the heart of the city.

Set to take the stage with downtown retailer Good Neighbor, Deviate is launching a new event series called “Next in Detroit Fashion” today, showcasing collections of five local designers over the next five weeks, all of which were produced by hand at Deviate’s workshop at the Boys and Girls Club of Southeast Michigan in Highland Park.

Held at Good Neighbor’s retail location (1435 Farmer St.) from Thursday through Sunday each week, each artist will be featured one week at a time. Following social distancing protocols, shoppers will also have the opportunity to meet the designers in person and buy items onsite.

Participating designers include:

  • Candice Coleman of C from Da D (6 p.m. Nov. 5 through 4 p.m. Nov. 8)
  • Lisa Kierzkowski (6 p.m. Nov. 12 through 4 p.m. Nov. 15)
  • Dianne Avila of VVYE (6 p.m. Nov. 19 through 4 p.m.) Nov. 22
  • Angela Orr (6 p.m. Dec. 3 through 4 p.m. Dec. 6)
  • Deviateco-founder Kelsey Tucker (6 p.m. Dec. 10 through Dec. 13)

This “Next in Detroit Fashion” series is inspired by the Netflix series “Next in Fashion” to showcase and support local talent in the Detroit fashion industry. Not only is Deviate allowing these artists the opportunity to express themselves through fashion, but Deviate is supporting their growth, the Detroit community, and helping the designers eventually reach the dream of creating their own lines.



The brand Not Sorry Apparel exemplifies the importance of supporting oneself, being true to yourself, and stop saying sorry for who you are while priding themselves as an inclusive & sustainable fashion brand for people who are not sorry for being themselves offers.

With artistic apparel and comfort wear that has carefully stitched, expressive lettering, Not Sorry Apparel allows shoppers to be their authentic selves and not even think twice about apologizing for it. It’s a fantastic reminder that Detroit is a unique, collective, and inclusive community with room for everyone to live their lives how they choose.



Shoppers can choose from crew necks, sweatshirts, crop tops and more, that are stitched with sayings such as “Detroit Not Sorry”, “Detroit ‘Til I Die”, “Queer Not Sorry”, “Black Not Sorry.”

Along with inclusivity, the brand also focuses on sustainability, the use of eco-friendly materials, re-branding & up-cycling pre-loved garments, and providing stylish, one-of-a-kind pieces that customers can afford and feel good about wearing.

Encouraging individualism and the importance of embracing your characteristics, while being comfortable in your own skin is something the fashion industry not only in Detroit but all around the world needs to integrate into brands.

Brands like Deviate and Not Sorry Apparel have slowly taken matters into their own hands and shifted the expectations of brand operations. Always keeping Detroit and the community in mind, these brands are destined to make an impact on the city and how the fashion industry within will excel.

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