Meet the Founder of Dewey

Meet DEWEY

At just 21 years old, Chamiah Dewey set out to change an industry that had long overlooked women 5’2” and under. Forward thinking fashion is hard to find and building a brand from the ground up is even harder! But Chamiah has done exactly that. DEWEY is a brand that doesn’t simply resize clothing, it reimagines it entirely for petite proportions.

Designing for 5’2” and Under 

Chamiah was studying at the London College of Fashion and she saw first-hand how underserved petite women were. Many were forced to shop in children’s sections or spend extra money on alterations to achieve a proper fit for their stature.Rather than accept that as the norm, Chamiah decided to create a solution: stylish, sustainable ready-to-wear clothing engineered specifically for petite proportions from the outset.

Launched in 2020, DEWEY serves a global community and secured a ‘first-in-category’ retail debut at London’s premier store Selfridges and the large shopping centre, Westfield.

Starting From Scratch Matters

One of DEWEY’s defining principles is that petite design cannot simply be achieved by shrinking standard patterns.

“Petite bodies aren’t just shorter - they’re proportioned differently,” Chamiah explains. 

By developing patterns from scratch specifically for petite frames, DEWEY ensures garments hang correctly, feel comfortable, and flatter the body, without the twisting, pulling, or awkward proportions that often occur from scaling down standard sized clothing patterns.

The Pieces Customers Love Most

Among DEWEY’s bestsellers are its premium denim and tailored wardrobe staples.

The jeans, in particular, have become hero products. Designed so the rise, knee position, and leg length align properly for petite bodies, this eliminates the need for expensive alterations. Many of DEWEY’s customers say it’s the first time they’ve ever worn jeans that truly fit straight off the rack. A euphoric experience for anyone who has trudged around the shops or ordered online again and again for the perfect pair only to be disappointed when trying them on!

Tailored pieces and everyday essentials are also strong performers, combining classic silhouettes with proportions engineered specifically for women 5’2” and under.

Sustainability is a promise

Sustainability is central to DEWEY’s growth strategy. The brand focuses on small-batch manufacturing, responsible sourcing, and designing timeless pieces made to last.

Looking ahead, Chamiah plans to increase supply chain transparency and will continue exploring innovative materials. This forward thinking Founder has introduced tools such as Digital Product Passports so customers can better understand the lifecycle of their garments.

For her, inclusive design and responsible production go hand in hand. Sustainability is a promise not a compromise.

The Power of Authentic Representation

Representation is also key to DEWEY’s success. The brand has worked with ambassadors who genuinely connect with its mission. Chamiah told us:

“Figures like Ellie Simmonds and Jowita Przystał bring authenticity and visibility to the conversation around representation in fashion. They help us reach wider audiences while reinforcing the message that petite bodies deserve clothing designed for them. These partnerships also allow us to collaborate creatively, whether through campaigns, storytelling, or capsule collections, while staying true to the values of the brand and our community.”