d:fi
find your style



Hair care lines targeted at 12-24 year olds are usually about one thing only - the hair style. D:fi is no exception, just like most other lines for this age group, their message is "express yourself, change your hairstyle".

Make no mistake, the shampoos and conditioners on offer by d:fi are only a side note to the really important styling products, which dominate the collection. They give you all the tools you need to find yourself and your style.
• d:fi comes from the word "modify"
• d:fi is owned and distributed by American Crew.

from the d:fi website :
D:FI LISTENS > TURN UP THE VOLUME OF YOUR OWN PERSONAL STYLE
There are over 35 million people in America between the ages of 12-24, the largest youth generation ever. This population has swelled with the whole world watching, but as is generally the case - understanding can be a stretch.

Smarter, richer and quicker to communicate than any previous generation, they refuse to be stereotyped. Their sensibilities and social interworkings are totally unique. This is the birthright of every generation.

The name d:fi was originally born out of the word modify. The concept was to create a simple line of products that allowed the broadest range of creative application.

The goal of d:fi was to encourage modification of one's look, one's attitude, one's environment. That seems to be the priority. At a time when fashion embraces the broadest pallet of influences - getting it right can be the most difficult.

As the project developed, the name d:fi seems to have picked up a note from the word defiant. Not anger filled defiance, rather the sentiment that questions the norm and begs to re-evaluate. That is as it should be.

This is the case with today's youth, conformity can happen but not without consideration. Independence and individuality for the mere sake of being different doesn't work. A personal sense of aesthetics and image consciousness that is born out of intelligence seems the perfect scenario.

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