About Deviant Apparel

What makes us, us...

Behind the brand

Deviant Apparel was founded in 2012, becoming officially incorporated in in the UK on 24th February 2014. Originally the idea was to create and produce a brand of clothing for men that was exclusively available through our online store.

The initial launch of Deviant Apparel wasn’t as successful as we’d of liked, not something that is easy to admit or swallow after a lot of investment both physically and financially by all parties involved. Despite this we decided that it was time to put Deviant Apparel on the shelf for a while, whilst we decided what we wanted to do with it.

After some deliberation, discussion and looking at what values we all hold personally, the decision was made to approach a more ethical and transparent line of production. One where we aim to provide organic, green, fair trade and plastic free clothing and accessories. We want to be able to provide you with a product that literally doesn’t cost the earth.

We don’t want it to stop at the product, we are making strides towards developing our business into a more ethical and transparent entity. From our website being hosted on green energy through to the considerations made when we choose our suppliers, put our policies in place and execute any new area of business.

This new direction is exciting for us all, mainly as the values we are putting at the core of ours business are ones each of the four founders of the brand value themselves. We wanted to make a promise to our customers, that while we don’t promise to be the cheapest brand of clothing out there, we do promise to do all that we can to ensure that the products we provide you with are ethical, green, organic and plastic free.

Luke Kleszcz

Founding Director

Ross Neill

Director of Development & Strategy

Meowea Hezwani

Creative Director



Wear It Different

We value the individuality that drives creativity and continuously makes for an interesting world. We also love the unique beauty of our planet Earth, and believe that our decisions can improve our environment and help us keep it healthy. We are hoping to combine creatively unique designs that you can wear knowing it makes a difference. So when you buy Deviant Apparel products you will be Wearing it Different.

Fair Trade

Fair is Fair, and that is how it should be! Fair trade usually refers to the fairness of trade between a business in a developed country and those that are considered to be in a developing country. Our goal is to fairly trade with any business we come into contact with, whether they are a multinational conglomerate or a new start up in Brazil and everything in between. We will ensure that we are treating people and business fairly when bringing you the best possible products and services.


Plastic isn’t the only thing that contributes towards an unhealthy planet, there are numerous other factors as well! However you didn’t come here for a science lesson did you! When it comes to our existence as a business, we would like to think we will leave a small footprint when it comes to greenhouse gasses. We promise to do all that we can to reduce our carbon footprint, starting with our website which is hosted on servers powered by 100% green energy.


Our responsibility isn’t just to you, but to the wonderful blue ball we live on called Earth! “Don’t get all hippy dippy on us” I hear you say, well as much as that might be we want you to know that we take our responsibility to our home as strongly as we do when we are ensuring that we bring you attractive and well designed clothing. We will do everything we can to ensure that our clothes are created from organic materials so that you can rest assured that what you are wearing isn’t literally costing the Earth.

Plastic Free

We love David Attenborough, and it is he who said “It is one world. And it’s in our care. For the first time in the history of humanity, for the first time in 500 million years, one species has the future in the palm of its hands. I just hope he realises that that is the case.”* and we agree. So in an effort to reduce the amount of plastic in use, we pledge to remove plastic from our products, services and processes until we can proudly say that we are 100% plastic free.

*Quoted from an interview with the Independant at the premier of Blue Planet II.