About

I get asked all the time, "What led you to start your own fashion business?"

Well, let me tell you...

After being in a series of jobs that left me creatively unfulfilled, I felt stuck and unsure of what to do next. My turning point came when my husband, Chris, returned from a sculpting workshop in Colorado, energized and inspired, he said to me, 'Babe, you've got to find your passion!' He then asked that fateful question..."Have you ever had a job you loved?"

Inspired and challenged by his words, I decided it was time to go after my dreams. I tried photography and a few other things but realized my true desire was to launch my apparel and accessories label—after all that's what I'd trained for even though it felt like a lifetime ago.

Chris, my biggest supporter and fan, said 'Do it, babe!'. He even transformed our cold, dark garage into a functional studio. Now, several years into my new venture I love helping you dress in a minimalist style that calms your mind. I truly believe clothes don't need to be complicated to be chic. If you want to see the designs that fuel my passion head over to our store...you just may discover your new favorite piece!"

Simplicity is calming. When done well it is profoundly expressive. 

Anita Costello
Founder & Designer