New Philosophy

PHILOSOPHY

OUR WHOLE LIVES, WE'VE BEEN BOMBARDED WITH MESSAGES ABOUT WHAT WOMEN SHOULD WEAR.

Every time we get dressed, we face a thousand impossible standards — we are too much and never enough, all at the same time.

WE JUST WANT TO FEEL COMFORTABLY OURSELVES,
IN ANY SITUATION. 

Traditional clothing brands aren’t making it easy. We spend hours searching for an outfit that feels right, only to realize it’ll disintegrate after a few washes. Our closets are full of clothes that don’t make us feel our best.

This is no accident. Big brands don’t care about what women need — they only care about money. They’re selling single-season trends made with disposable fabrics, using marketing that makes us feel like we’re not fun enough, pretty enough, or thin enough until we get the newest trend, straight from the sweatshop.

WE'RE CALLING BULLSH*T.

What an epic waste of our time and money and energy.

WOMEN DESERVE BETTER, MORE THOUGHTFUL OPTIONS THAT MAKE LIFE EASIER, NOT HARDER.

We’re inspired by what women need to navigate the nuances of everyday life: easy, comfortable, modern staples that last.

We start with custom-made, high-quality fabrics — blends of natural and synthetic fibers that are comfortable, wrinkle-resistant, machine washable, and lab-tested to last hundreds of washes. We design to outlast trends. And every style is battle-tested for real life, by a group of testers who represent our diverse community.

No more bullsh*t. We’re thinking of everything so you don’t have to — because you shouldn’t have to.