DropDeadDidi is a one woman crochet and knitwear brand creating unique and vibrant one off pieces.

Born and raised in South London and of mixed background, Safia Didi is influenced by her colourful home and North African heritage. Inspired by the rich tapestry of culture in her hometown , Didi finds inspiration in music, nature, texture and especially the self expression and playfulness of women in the city.

DropDeadDidi was birthed in her bedroom, at her Mum’s house in Brixton, partially to help deal with the anxieties of the outside world: having a hard time leaving those four walls , Safia let her imagination run free.

Having had an obsession with patterning and colour since childhood and a need to keep her hands and her mind occupied, Safia creates intricate pieces that take days to produce; a rejection of fast fashion. DropDeadDidi attempts to make people appreciate the time and effort that goes into producing clothes, to really value a garment as opposed to seeing it as something that can be worn once and thrown away.

Safia’s patterns are all unique , they come from her mind and are then created through her intensive labour. She loves that her craft process transforms simple yarn into beautiful fabric which is ultimately shaped into compelling, one of one , gorgeous pieces.