4KINSHIP

4KINSHIP, sustainable fashion and Indigenous craftsmanship from Santa Fe

4KINSHIP is a brand founded by a Diné (Navajo) woman who works with reclaimed textiles to turn them into wearable art garments with a modern style. The company presents itself as a reciprocity project: it sells fashion to cover its operating expenses and devotes the heart of its activity to supporting Native communities. It employs exclusively Native people and trains young artists.

The founder, Amy Denet Deal, accumulated 37 years of experience in the fashion industry. She trained at the Fashion Institute of Technology and was a senior designer at Reebok, design director at Puma International, and senior women's designer at Puma. She discovered her Diné (Navajo) heritage late in life and opened 4KINSHIP in 2022 with her own dyed and recycled vintage garments, along with work by other artists.

Garments and collections

The store's catalog is organized into several clothing lines, including sustainable tees and sweats, the Wear Your Truth collection, Cloud Collection, and the Hummingbird (Dá’itii’hi’) collection. It also includes themed collections such as Smoke + Ash, Water + Sky, Desert Earth, Desert Bloom, Golden Hour, Rainbow, Red Futures, and Forest + Fauna. The offering spans new garments and curated vintage pieces.

Curated vintage and upcycling atelier

The company maintains a curated vintage section with one-of-a-kind pieces, such as 80s jackets, rodeo shirts, skirts, and Southwest vests, with prices that in the analyzed catalog ranged from $150 to $350. The Upcycle Atelier is the line that transforms found textiles into modern garments.

Homeware and art

The homeware collection brings together pieces that the company presents as a tribute to Indigenous craftsmanship and intentional living. The catalog showed items such as a 1996 vintage painting by Diné artist WB Franklin, a Southwest applique pillow, hand-painted Navajo arrows, and vintage placemats, with prices ranging from $40 to $4,995. It also offered work such as "At’ééd in Rug Dress" by Alexandra Barton.

Adornment, books, and gallery

Under the heading Adornment, the store sells jewelry and Indigenous design pieces, both its own designs and those of Native creators. The Homeware space also includes an Indigenous bookstore, an archive, and a gallery, along with the Upcycle Atelier and curated vintage.

Community projects: Diné Skate Garden and other initiatives

The company drives the Diné Skate Garden Project, a project for the community of Toadlena —known as Tóhaaliní, "where the water flows out"— in the Two Grey Hills chapter of the Navajo Nation. It is a remote community located in the Chuska Mountains, between Shiprock and Gallup, that lacks outdoor sports facilities. The initiative seeks to support the next generation, which the company describes as the future of Indigenous skateboarding.

Other community activities that appear on the site are the Indigenous Futures in Fashion Summit, the Modern Matriarch Skate Jam, the Social Impact Gifts, and Go Skate Day. The company also publishes a Santa Fe guide to Native-owned businesses.

Brand commitment and values

4KINSHIP defines itself as an Indigenous-owned brand founded by a woman of color, with a reciprocity-focused approach. The company states that it supports initiatives that empower Indigenous people and promote sustainable growth, and that its pieces are designed for anyone, of any gender, to interpret according to their own journey and identity.

Store and contact

The physical store is located in Santa Fe, New Mexico, and the site indicates opening hours of 11:00 to 17:00, Wednesday to Saturday. The company handles inquiries and collaborations via email. The site also offers gift cards with the option to customize the amount, recipient, and shipping date.

Location and contact

1300 Rufina Circle B1, SANTE FE 87507 · Email: ahehee@4kinship.com · Hours: 11-5 PM, WED-SAT