d:fi's mantra is to encourage modification of one's look, one's attitude and one's environment through great hair products. At a time when fashion embraces the broadest pallet of influences - getting it right can be the most difficult. The original aim of d:fi was to understand modern communities. The name d:fi was originally born out of the word modify. And the concept was to create a simple line of products that allowed the broadest range of creative application.