When we opened our first tiny baby-sized shop in the East Village in New York City in 2011, we had no idea that five years later we would span two coasts, have more than a dozen superfan celeb customers, and gain 80,000+ followers on social media. We know, right?! In the beginning — with our 500sq foot, closest-sized space — our hopes and dreams for the future of the business were no larger than planting a funky little niche store in the heart of the cool kids’ town.

With a degree in fashion photography, Co-Founder Jessica Goodman graduated from Manhattan’s School of Visual Arts long enough ago that she’s unwilling to give us a date. She started her career as a patternmaker for Marc Jacobs until a close friend and colleague suggested she relocate to Los Angeles to work for Cali-native, ready-to-wear designer James Perse. While living in LA, Jessica slowly began replacing her stereotypically all black New York wardrobe for bright colors and dynamic patterns. The intrinsic beach and colorful urban culture of her new home quickly began to influence her design aesthetic.