The Heart of the Matter

This year has led all of us to reevaluate and reprioritize the things we put most value in. What is important to us, what is at the heart of the matter, is our core value that people always come first.

At the core of our brand, we promise to enrich women’s lives with joy and ease.

This promise is channeled in our design aesthetic as well. We believe that women

should not compromise style (joy) for comfort (ease). We approach getting dressed as an act of self-care. That has been our guiding creative direction since day one.

When you choose what to wear every morning, you’re choosing how you want to

feel. You want to look good and feel good, and we think our style gives you both.

That is why we have chosen to feature our CORE COLLECTION, which consists of the 10 styles that best define our brand: best selling Wearables items, all made of our breathable Stretch Poplin, all featuring an easy throw-on-and-go silhouette with stretch waistbands or stretch jersey panels, and all include style details – like ruching and shirring which have become signature to our look - to add that little bounce in your step.

The Core Collection

We’ve heard from so many of you that wearing our clothing helps lift your mood and confidence. In this way, we fulfill our promise of enriching your lives with joy and ease.

And to keep to that promise, we have committed to support the National Alliance on Mental Illness (NAMI), which helps build more joyful lives for the millions of Americans who struggle with depression, anxiety, and other forms of mental illness.

We have committed to donate 5% of net online sales from the Core Collection to NAMI.

Nami Logo

Since 1979, NAMI has been a beacon of help and hope to all people affected by mental health conditions. From humble beginnings around kitchen tables to 48 NAMI State Organizations, more than 600 NAMI Affiliates and a national headquarters, NAMI has grown into the largest grassroots mental health organization in the country.

For 40 years, NAMI has been at the forefront of the mental health movement providing support, education and advocacy to ensure people get the care they need and deserve. Learn more about their organization here.