1980 - 2010
The tide turned again during the late 20th century, with change in the country and the world hitting Dehen’s business head on.
Just as Dehen had expanded its manufacturing capabilities, the consumer landscape in the US shifted to one based primarily on low cost Asian imports. Fueled by the expansion of Big Box stores and their discount pricing, consumer sentiment shifted away from long-lasting, high-quality apparel, and toward the inexpensive goods that were flowing in from overseas.
Dehen was not in the business of manufacturing cheap, disposable goods, and could not compete on price with the overseas factories who were. It was a consumer trend that more or less killed American manufacturing and Main Street retailers – the "mom and pop" stores that were the backbone of Dehen’s business.
At the end of the century, Dehen remained, but to survive it had to embrace some change. By the late 90’s, Dehen had evolved, increasingly relying on those consumers looking for custom manufacturing and exceptional service. Ever the innovators, the Dehen family stayed true to their craft while thinking of new ways to reach the people out there who still valued quality products, made to last.