Whether you just found us or you’ve been with us since the very beginning, you’ve seen the phrase #pushthestandard.

This is our motto. Our ethos. Our raison d’etre. (We had to drop that in. Our high school French teacher wears our T-shirts.)

So what’s it mean? Well, that’s really up to you. That’s because you inspire us. We love hearing about the strong, striving women in our community who are doing amazing things on their own terms.

And that’s why each piece in our inaugural collection is named for one of these women. There’s Chiyo, who opened the coolest Japanese cafe and plant shop in LA. And Lynn, who travels through Southeast Asia providing traditional Chinese medicine treatments to people who couldn’t otherwise afford them. And Annie, a professional strength athlete who has written training programs for the U.S. Department of Defense.

So what’s that got to do with our clothes? We know garments like the perfect white t-shirt, an amazing black tank and the softest-ever pullover are the foundation of any great outfit, so we upgraded all your favorites with premium fabrics and an eagle-eyed attention to fit and detail.

Whether you’re going to the gym, going to work, going out on a limb and trying something new, or just going to bed after a full day, we’ve literally got your back. We like to think of our clothes as a blank canvas for you to express yourself. We can’t wait to see how you make your mark.