d:fi is part of American Crew and all American Crew Brands are dedicated to producing high quality personal grooming products for the professional salon industry.  Each product line is designed to address unique hair and lifestyle needs.    

The name d:fi was originally born out of the word modify.  The concept was to create a simple line of products that allowed the broadest range of creative application.  The goal of d:fi was to encourage modification of one’s look, one’s attitude, one’s environment.  That seems to be the priority.  At a time when fashion embraces the broadest pallet of influences – getting it right can be the most difficult.  As the project developed, the name d:fi seems to have picked up a note from the word defiant.  Not anger filled defiance, rather the sentiment that questions the norm and begs to re-evaluate.  That is as it should be.