Athalie Dueme

Dichino is an urban street wear brand with the aim to attract young people from all over the country. It was created in April with the sole purpose of polluting England with a unique yet diverse style. It became a modern small business, with the intention of branching out within the next 4 years.
The Dichino logo was originally created by a student, who at the time was in year 12, who developed a logo that we now associate with young people universally, with the group consisting of males and females; we came up with the name, Dichino meaning diversity. The brand was taken further on as we visualise it on any item of clothing.
With this we came up with the entertainment sector.
Dichino entertainment started as a means to give the youths something to do, alongside a way to gather a mass audience, which can be done through events, as well as the use of social media. As mentioned above we are urbanised and one of the ways we can communicate to our target audience is through events.
As well as using the entertainment sector as a way to promote the Dichino line, the aim of Dichino entertainment is to allow the younger generation to become a part of a community. As a group we grew up living through the cuts made to our families, which had impacted us a whole. Due to the government cuts on youth services i.e. youth clubs and counselling, the younger generation within the community are slowly drifting away from the morals of society and we feel that we can use the entertainment sector as a means to provide a sense of belonging and with people purchasing our brand and attending the many events yet to come, they can also become a part of the Dichino family.

As a result, we intend of getting support financially as well as gaining advice/mentoring from this experience. This will hopefully support our movement for our 4 year long-term goal.