MEET OUR COVER STAR:
Amy Denet Deal
“My personal inspirations have always started from immersing myself in nature’s embrace. It’s in those moments of serenity, where time slows down and the light dances across the landscape, that I find solace.”
– Amy Denet Deal
In a narrative not uncommon among Native children born in the middle of the 20th century, Amy Denet Deal was uprooted and adopted by a non-Native family. She grew up in the rural landscapes of Indiana, far removed from the rich threads of her Native heritage. Her love of fashion sparked a successful career as a fashion executive, her talents sought after by fashion powerhouses like Reebok, Puma, and ASICS.
But when she began to reconnect to her culture, her Indigeneity brought new purpose to her life’s work. In 2015, Amy Denet Deal founded 4KINSHIP, a Diné (Navajo) owned sustainable artwear brand dedicated to producing handmade, one of a kind, restored, repurposed and lovingly upcycled, artisanal and small batch products. Inspired by community and our collective unity on this planet, Deal’s decision to form 4KINSHIP, was fueled by a desire to honor her culture, and to be of service to commUNITY.
“4KINSHIP represents my ‘coming home,’” Amy tells us. “As a Diné adoptee displaced from my homelands in New Mexico, my journey back and reconnection with my tribe was not just a singular “key moment,” but a lifetime of profound awakenings. Embracing my indigeneity carried a weight of responsibility, and our brand platform became the perfect canvas for this transformative work to unfold. While we started as a sustainable brand, our ultimate vision extended beyond that, aiming to forge sustainable solutions that resonate with future generations and paves the way for equitable futures for our people.”
In 2019, Amy relocated to New Mexico to reintegrate with her tribe shortly before the pandemic hit, and spent 2020 helping to provide mutual aid relief for relatives on Navajo Nation. Conscious City Guide was honored to support her and Jewel’s live-streamed fundraisers, which included Indigenous artists and allies including SIA, The Lumieres, Ry-X, Jason Mraz, and more.
“As I journey through the latter part of my life on this planet, I’ve come to realize the significance of every single moment. The clarity I’ve attained at this stage, understanding my life’s purpose, has given me immense importance upon each passing day. Participating in this community-driven work daily has transformed my life, forging a new path in creating a business that actively embraces the principle of reciprocity. Our business platforms can transcend beyond personal gain, and become pathways for meaningful contributions to the world.”
How she works has aligned with her Indigenity too. “As Diné, we rise with the dawn to greet the first rays of the sun in the East,” Amy tells us. “It’s a moment of gratitude and intention-setting for what lies ahead. My mornings are dedicated to ideation meetings and creative concepts, while afternoons become a canvas for the art of dyeing or collaborating with others. As the sun sets, I take a moment to reflect on the discoveries of the day. 4KINSHIP’S visual storytelling through photography, film, sport, music and movement arts has become a groundbreaking way to express our ideas and stories, collaborating with other native creatives to bring these expressions to life.”
4KINSHIP also raised funds for the Diné Skate Garden Project, enlisting Tony Hawk to support. The skate park is in the community of Two Grey Hills on Navajo Nation, and provided a transformative space for Diné youth to play and learn new skills.
Deal continues to create opportunities and build bridges, spreading support by engaging with organizations, brands and leaders such as the CFDA, sharing her network to ensure the vibrant creative work of the Diné are part of our shared future.
