No Thanks

For the past two and a half years I have been making small batch ethical women’s wear.  This passion project of mine started because I wanted to contribute to the movement that was using fashion for good. 

I have always believed in the potential for our products to contribute to a better world.  But it wasn’t until a combination of events in my own life changed how I view my own purchases, that my eyes were opened to how much greater this potential was than I had ever realized.

The three events that changed my perspective on my purchases were these:

  1. My dad’s cancer diagnosis that lead me to put a much greater emphasis on health and wellness.  I learned that our everyday routines and purchases really do play a huge role in our overall health and that my health and my families health were my number one priority.
  2. My marriage and move to small town Wisconsin that taught me I didn’t really need all of the conveniences and amenities that I was used to in the cities.  In fact, my lifestyle became more intentional and healthier without them.
  3. My transition to working from home full time that showed me how much power the routines I create and the tools I use affect my mood and my work.  

These events, and the lessons I learned from them, made me see that my priorities had been in the wrong place.  They completely changed the way I live my life and they also changed how I saw my business.  I realized that although the betterment of the clothing industry was important to me, so was the wellness of women who were just like me and had been socialized to value their worth based on their stuff, their busy-ness and their achievements.

I knew that what really set my soul on fire was giving women tools to facilitate wellness and that clothing was, in fact, a very important tool to do just that. 

The more I dug into this idea and spoke with other women about it, the more I realized how big of an impact changing our mindset about our clothing could have on the rest of our lives.  So I decided to change the way I designed my clothing, away from trendy styles that I released every season, towards capsule collections that remained season after season with small updates and additions. 

I wanted to create clothing that really served women and helped them achieve their big and little goals.  So I thought about the clothing in my own closet and how it wasn’t serving me: the yoga pants that felt too tight and were a pain to wash, the tops I had bought for ‘going out’ but never felt like wearing, the cotton V-necks that were too clingy and pilling, the jeans that dug into my waist and had hems that were coming out, the sweat pants that made me feel frumpy.  These clothing were not serving me.  

I realized that most of the time (especially when working from home) I was just reaching for the most comfortable thing in my closet and then feeling bad about myself when that clothing made me feel lazy, not put together, and generally like I wasn’t worth investing in.

And I saw an opportunity here, to make our loungewear better.  

I decided to create a capsule collection that would redefine loungewear by focusing on styles that were comfortable, professional, and responsible.  I put together an amazing team to help me and this is how we did it:

For comfort - We made sure to source soft and natural fabrics (yay, linen and cotton), we built plenty of ease over body into our patterns (aka our garments aren’t skin tight), we used comfortable closures (hello elastic waistbands), we ensured all pieces were machine washable (cold) and tumble-dryable (low).

For professionalism- We focused on tailored silhouettes (no sack dresses here), we included details for better fit (thank you, bust darts), we used a sophisticated color palette (think warm neutrals).

For responsibility- We sourced fabrics with primarily natural fiber content (synthetic fabrics can take 200 years to decompose in a landfill, ew), the factories we work with are ethical and pay their employees well (we actually sew our product in our own studio), and each piece is made locally in Minneapolis (with so much love).

This collection is the culmination of so many efforts I have been making towards wellness in my own life and methods by which we can work to improve our health and our world.  Please take a moment to checkout our pre-sales campaign which is happening now on Kickstarter HERE and share this post with any women (or men) that you think would be served by simplifying their wardrobes or simply might want to support a worthy cause. 



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