THE I AM LOVED STORY

I am Loved is a declaration of hope,

compassion and choosing to be kind



WE BELIEVE THAT EVERYBODY IS LOVED.

WE BELIEVE IN HONOURING PEOPLE AND EMPOWERING COMMUNITIES.

WE BELIEVE IN CREATING A WORLD WHERE PEOPLE FEEL BEAUTIFUL AND VALUED.

WE BELIEVE IN CREATING CLOTHING THAT IS COMFORTABLE, LOOKS GOOD AND HAS PURPOSE.

WE BELIEVE THAT WHAT YOU WEAR TELLS A STORY, AN EXTENSION OF WHO YOU ARE AND WHAT YOU VALUE.

WE BELIEVE IN ETHICAL MANUFACTURING AND USING SUSTAINABLE MATERIALS, PEOPLE AND THE PLANET COME FIRST.

WE’RE THE CREATORS OF THE I AM LOVED COLLECTION, AND WE’RE GRATEFUL YOU’RE HERE.


Freedom, compassion, being enough and our truth

We believe in clothing yourself with the truth that is within. The I am Loved Collection is a reflection of our truth, one that boldly celebrates love for self and others. 


Living from a place of knowing that you are loved changes your posture and how you show up in the world. This truth has healed years of not feeling good enough, and created space for more compassion towards others and myself. 


Catherine Deane / Founder and Creative Director

We believe in pioneering a movement of love: to be loved and to love others. There are so many opportunities presented to each of us every day where we get to choose how to respond, and we choose to show up with compassion. 


We believe that people are valued for who they are, championing their heart and who they are called to be. It is an honour to celebrate our differences through pursuing meaningful connection in a world that is so quick to be divisive. Inclusivity is not simply making space for another, but it is the posture of treating each person with respect and dignity, to love. 

Love confidently goes beyond borders, cultures and language

Love is inclusive

Love changes everything it encounters. Love is grace. Love is powerful.

Love is sustainable.

The I am Loved Collection was created with a simple goal in mind: to create purposeful clothes well, in an ethical way that promotes production in places where people are valued. We want to challenge the industry standard of how products are created simply for quantity and profit. It is possible to manufacture in a way that doesn't compromise on quality or the dignity of those who make the garments, and we hope to educate both you and the global industry of this. There is a choice to put people before profit, what are other brands choosing to do?

100% Laboratory Tested

Sustainable Fabrics Used

Eco-cotton and eco-satin have been used in the manufacturing of the collection

Not Tested On Animals

85% Made in South Africa

Our products are made in Cape Town and through prior trusted relationships of Catherine Deane

Natural Ingredients

Inclusive Packaging

Our hang tags include braille, as we have consulted with Cape Town Society for the Blind 

100% Paraben Free

Purpose Beyond Clothing

The collection supports ethical job creation and providing resources to The Unlimited Child

intentionally designed

this collection was lovingly made for you