[San Francisco, CA, March 2012] In the beginning of March 2012, San Francisco shoe brand—deeFind— launched a campaign to raise funds intended for the manufacturing costs of their Spring/Summer 2012 line. After receiving the first order of their merchandise and discovering changes with both the manufacturing and their manufacturer, deeFind reinvented this season’s line and is now marketing toward a more focused, small run of concept shoes, available only at special trunk shows, by-appointment-only sessions and private wholesale events. The funding will now be allocated to deeFind’s Spring/Summer 2013 collection which is set to begin production sometime in November of this year.

Since the brand’s launch back in June 2011, the brand has blazed through the local San Francisco fashion scene causing boutiques owners, fashion bloggers, and devout followers to rubber neck over Dierdre Wallace’s ultrafeminine, infectiously-fierce shoe designs. In more recent news, deeFind was a featured designer in one of this year’s most important industry events in music, interactive technology, film and now fashion at South by Southwest’s (SXSW) fashion showcase Style X, where Wallace’s shoes blew off the shelves. This head nod to the brand’s bold style triggered an immediate head nod to deeFind’s hard work and high-toned designs, causing fashion bloggers, photographers, customers and buyers to swarm the booth for two days. Given that deeFind is such a young company, being recognized with as much buzz as they’ve received is both an immense honor for Dierdre Wallace and Creative Director Melina Jones, and a thrilling harbinger of things to come. With inventory still stocked from last season, the Fall / Winter collection is currently available on deeFind’s online store as well as Bay Area boutiques, such as The Hub in Marin County and San Francisco clothing gems Wonderland and Artillery.


“When our founders joined forces in 2007, they had diverse backgrounds and varied interests. However, they had one important thing in common: Danae, Eric and Slava each tried to raise money for something they were passionate about, but they came up short. They had great ideas, the passion to work hard, and good networks, yet access to funding through traditional channels proved limited. The trio was determined to find a solution to the problem. Indiegogo was born; the crowdfunding solution that empowers ideas and enables people to donate funds easily.”



“What is Style X? It is the official fashion discovery showcase of South by Southwest. It’s a celebration of up-and-coming brands and designers from around the world (50 pop-up shops) along with an inside look at the fashion industry from thought leaders (eight panels) and some pretty spectacular runway shows featuring SXSW musicians as the models.”

Joah Spearman Co-Founder & Executive Producer, Style X

  • More information about Style X: http://sxsw.com/trade_shows/style_x
  • PRESS CONTACT Melina Jones | Creative Director | mjones@deefind.com | (415) 235.6505