De-De achieves local fame and success at a very fast clip

De-De achieves local fame and success at a very fast clip

A client Kreative Trendz prepares to get dedefied by Dedrick “DeDe” Santiago in his South Miami Salon.

There aren’t many natives of Hawaii who move to Miami-Dade County. And even fewer, if any, move to the City of South Miami – that is if you don’t count Dedrick “DeDe” Santiago, who decided to settle here in the City of Pleasant living because, “It’s close to everything without the big city feel or scale.”

In 2002, then just 22 years old, DeDe moved from his hometown of Honolulu to work for the renowned hairdresser, Dorothy Strickland. It didn’t take long for her to notice his keen ability at helping clients choose just the right style and color to enhance their natural beauty. In the process, Dorothy recognized his natural talent, and quickly encouraged him to register and attend beauty school.

DeDe decided that a formal education in his chosen profession was important if he was going to one day achieve his lifelong goal of owning a business. Raised in a family with a strong work ethic, he worked at Sushi Maki while completing his education.

DeDe then began working at South Miami’s Town Kitchen & Bar where he has continued to tend bar for the past 11 years. Two years ago, with only $2,000 and zero clients, DeDe realized his lifelong dream and launched his very own hair studio, Kreative Trendz. Today, DeDe still works at Town and his appointment-only client base continues to expand significantly.

Wildly satisfied with results of their hairstyles, die-hard clients have even coined the phrase, “I have been DeDefied!”

Though he started as a strictly woman salon, he now has a growing following among male customers. DeDe, the young man with a dream is another American success story underscoring the idea that with hard work and perseverance, everything is possible.

A consultation is always free at Kreative Trendz and services include:
• Precision cut and style for men and women
• Blow dry and Style
• Micro-pigment hair colour
• Multidimensional high / low lights
• Deep Conditioning Treatment
• Keratin treatment
• Thermal Straightening System (Rebond)
• Thermal Styling (straight or curls)
• Hair extensions (taped or bonded)
• Glamorous Up do’s
• Make up

Kreative Trenz is located at 6840 SW 40th Street, Suite 212-26, South Miami FL, 33143. Call 786-200-3508 or visit his Facebook at You may also pick a service and see real-time appointment availability at MyTime at

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