ROOTED IN RESILIENCE
Amy Denet Deal, Fashion Design, amplifies the work of Indigenous artisans
Growing up with an adoptive family in Indiana, Amy Denet Deal designed her own clothes but never saw fashion as a career. “When I got into FIT, it felt like winning the lottery,” she recalls. Her acceptance set her on a journey from New York City to the corporate fashion world and, eventually, to Navajo Nation, where she now channels her creative talents into empowering others.
Denet Deal’s early career was defined by innovation. Working as a senior designer and design director with brands like Puma International and Reebok in the ’80s and ’90s, she explored advances in textile science. Her experiences in Europe sharpened her skills, preparing her to design not only products but also meaningful solutions.
In 2019, she moved to New Mexico. She was not raised in her ancestral culture, so this move represented a reclaiming of her roots. “Moving back meant decolonizing my mindset and embracing Indigenous values in life and business,” she explains. This shift became the foundation for 4KINSHIP, her sustainable brand that blends cultural heritage with contemporary fashion. Through beautifully crafted products, she celebrates the ingenuity and resilience of Indigenous artisans.
During the pandemic, Denet Deal raised $1 million for Navajo Nation, providing vital supplies like PPE. “It was about using my platform to support my tribe,” she says. As she explained to The Cut, she successfully raised funds to build a skatepark, with backing from celebrities like Tony Hawk and Jewel. Last summer, she provided 5,000 skateboards to local Diné children (In the Navajo language, Diné is the name of the Navajo people.)
At 4KINSHIP, Denet Deal honors the Diné concept of “K’é,” or kinship. Her Albuquerque store offers a space for learning and connection. “As a Diné woman, I stand amid our four sacred mountains, grounded in my heritage and committed to forging a transformative future for the next generation,” she says.
Her advice? “It’s never too late to start giving back. My journey began with a few hours of volunteering one day a week, which expanded to become the main focus of my work. It has become one of the most joyful aspects of my life.”
