Be Diddy becomes Dally
Be Diddy becomes Dally
Five years ago, right in the middle of lockdown, I decided to throw myself into something I loved. Be Diddy was born from a big idea and even bigger piles of dungarees; I wanted to create a laidback space for kids vintage, where everybody is welcome.
Working on the business since then has been so much fun, and it’s become much more than the clothes. We’ve built a community of almost 20,000 people together, which I am proud of every day.
But I also have lots of ideas and new directions I want to explore, so I’ve decided it’s time for a change.
Today I’m excited to share that Be Diddy is becoming Dally.
Why Dally?
Dally is a new name, identity and direction, but with the same love of vintage at its heart.
The name comes from the phrase dilly dally. It’s all about being intentionally slow and playful, keeping the essence of Be Diddy the same but giving me space to explore (slowly) some new ideas.
Also let’s be honest, having a name including the word Diddy in 2025 is a bit dodgy.
Fresh look and feel
Alongside the name change, I’ve completely overhauled the website and socials with a new visual identity, which I hope you agree looks absolutely amazing.
Huge shoutout to Ellen and Tess for their work on the new name and rebrand. They have done such a stunning job of taking the ideas out of my head and bringing them to life. If you need a rebrand, they’re your gals. (I'll link them over on socials.)
You’ll also notice a snail sauntering its way into some of the creative. Pen was involved in the design process, and she helped create the snail. Keep an eye out for it, it looks mint.
New brand, new ideas, same love for vintage
Don’t worry, I’ll still be hunting for second hand bargains, rummaging through rails, curating collections and sharing it all with you — that will never change. You can’t keep me out of the chazzas.
But alongside all of that good stuff, you can expect to see me working on more events, creative projects and doing more work with other brands that I love.
To sum it up, new brand, new ideas, same love for vintage and the community we’ve built together.
Welcome to Dally, I hope you’ll stay for a while.