Deaf News: Clothing brand Deaf Identity to become the first deaf-owned business in John Lewis

Deaf Identity, an online clothing company selling deaf-themed products, is set to become the first deaf-owned business to sell its items in a branch of John Lewis.

The firm, set up by deaf content creator Luke Christian in September 2019, is set to hold a pop-up shop in the Victoria Leeds shopping centre during this year’s Deaf Awareness Week.

Speaking to The Limping Chicken, Christian said: “Becoming the first deaf-owned business in any U.K. branch in John Lewis still feels so, so surreal.

“For me, I wanted to push myself and the brand further and the opportunity to do so was already amazing enough, so to also make history at the same time is just… mind-blowing!

“I hope that other deaf people out there will feel inspired and will give them the courage and confidence to be able to go for their dreams and not let anything hold them back. Just go for it because at the end of the day, who knows what could happen and where it could lead to?”

DEAF IDENTITY AT JOHN LEWIS FOR DEAF AWARENESS WEEK.

We’ve made history by becoming the first deaf-owned brand to be featured as a pop-up in one of the biggest, iconic department stores in the U.K. – @JohnLewisRetail in partnership with @TheGBExchange 🇬🇧 pic.twitter.com/mAvfhlEefr

— DEAF IDENTITY (@deafidentity) April 4, 2021

The opportunity was secured through The Great British Exchange, an initiative which looks to “[bring] the best of smaller British brands to a much broader customer base”.

“Looking back, I actually approached [the application process] very laidback and nonchalantly, because as Deaf Identity is online only, I wasn’t sure if this could be an issue.

“I went with my gut and as with anything, I always ask myself, ‘What will I regret more? Doing it or not doing it?’

“So, I applied and literally a day later, I got approved,” Christian added.

All items on sale at the pop-up store will be available to buy and take away, with the option to order online should a customer wish to personalise their clothing.

Designs available include the British Sign Language (BSL) alphabet, the Deaf Identity monogram and logo, and the I Love You sign.

“I can exclusively reveal that with every customer purchase, they will receive a limited-edition badge, only available at John Lewis.

“There will also be a brand-new design ready to be purchased in store and on deafidentity.com. Please note, it is one badge per customer only,” Christian continued.

In a statement to The Limping Chicken, John Lewis said they are “really excited” to have Deaf Identity in store next month.

“The brand is such a great, innovative idea, and we want to promote and celebrate diversity,” a spokesperson said.

The pop-up shop will be available from 3-9 May, and more information can be found on Deaf Identity’s social media channels.

Photo: @deafidentity/Instagram.

By Liam O’Dell. Liam is a mildly deaf freelance journalist and campaigner from Bedfordshire. He wears bilateral hearing aids and can be found talking about disability, theatre, politics and more on Twitter and on his website.