DearMax cashmere sweater brand by Tony Melillo upholds mindful luxury

DE-YAN, a New York-based multidisciplinary creative studio, has crafted an identity for DearMax, a brand-new cashmere line by designer Tony Melillo. It embraces the playfulness of childhood in honour of the designer’s son by including bespoke handsewn messages in messy handwriting. Its identity as a mindful luxury brand is enhanced further by its sustainable zero-waste knitting and donation of sale portions to charities such as Baby2Baby.