FINALLY SEEN. FINALLY HEARD. FINALLY DRESSED.
Client - DEWEY clothing
Deliverables: Brand strategy, investor film, campaign films, premium photography, content strategy, social media strategy, content guidelines, team training, crowdfunding assets
Story strategy, brand positioning and content for a height-inclusive fashion brand"
DEWEY is a height-inclusive fashion brand for adults under 5′2″, founded by award-winning designer Chamiah Dewey. The product was strong, but the story was not landing. STORO was brought in to produce an investor film and support a crowdfunding campaign. The work quickly expanded into story strategy, brand positioning, content creation, and campaign production. The result: a brand that found its voice, put customers at the heart of its narrative, and went on to win industry recognition.
THE CHALLENGE
DEWEY’s marketing team was small, under-resourced, and stretched thin. Website imagery included AI-generated visuals that clashed with the brand’s values. Messaging was accurate but emotionally flat. The brand was approaching critical moments: a jeans launch, a crowdfunding campaign, and a Selfridges collaboration. DEWEY needed a partner to clarify the brand story, build the team and systems to sustain it, and produce work that matched the mission's ambition.
APPROACH
STORO ran a brand workshop with the founder and a team of communications, branding, and fashion consultants to establish new brand pillars and a strategic foundation. The most important creative decision: stop using customers as testimonials and start making them the brand. Real customers became the models. Their stories became the content. STORO produced premium photography and video, created content guidelines, trained the in-house team, removed all AI imagery, and shaped the social media and digital campaign strategy.
As the brand’s story sharpened, so did its profile. DEWEY attracted ambassadors including BAFTA-winning Paralympian Ellie Simmonds and Strictly Come Dancing champion Jowita Przystal, for whom DEWEY designed a bespoke dress for the National Television Awards.
IMPACT
Drapers 30 Under 30 Alumni (founder Chamiah Dewey)
Drapers Awards 2025 finalist, Diversity and Inclusion category
Top 10 Retail Disruptors and Innovators of 2026
FFinc Rising Up Award winner. 18 awards to date
Ambassador partnerships: Ellie Simmonds, Jowita Przystal (including bespoke NTAs dress)
Selfridges Oxford Street exclusive launch, one product sold out in week one
Christmas pop-up at Westfield White City with Digital Product Passports (Fabacus)
Revenue growth and improved conversion rates following new content
Successful crowdfunding campaign
WHY THIS MATTERS
One in ten adults in the UK and US stands under five foot two. For most of them, fashion has never been designed with their bodies in mind. The answer has always been to alter, adapt, or settle.
DEWEY is not just filling a gap in the market. It is building a movement that says: you deserve clothes that were made for you. When a brand like this finds its story and puts its customers at the centre of it, the impact goes beyond sales. It changes how people feel about themselves.
That is what story does. It turns a product into something people believe in.
