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About Us

Our Mission 
To change society’s narrative about women.
Our Vision
Do everything possible to change social norms and bring gender equality to the world. A world where women are confident to embrace their uniqueness, feel comfortable in their own skin, and free to make their own choices without fear of repercussions.
Our Why
Our personal narrative is the story we tell to ourselves about who we are and why. It becomes our belief system, and it becomes the foundation of what actions we take. 
We convince ourselves that our life “is what it is.” We are overwhelmed with the uphill battle. While our life experiences have a profound effect on who we are, we blame the past and other factors for preventing us from growth, self-love and acceptance, and living life on our own standards. 
Our goal is to inspire and empower women and girls to reject what society tells us, and change that prohibiting mindset within through storytelling, resources, community, and our products. That journey starts by looking inward, then projects outward, and impacts forward.
Our Values 
We value integrity and independence. Creativity and nonconformity. Experiences and wanderlust. We are lifelong learners with a relentless pursuit of self-improvement.
We also recognize the struggles. The fears. The ups and downs of the journey. The daily battles associated with being a woman in society. We strive to create an inclusive mindset in which all girls and women are empowered to pursue their fullest potential.
We’re a tribe with a goal to change the narrative. We celebrate courage and bravery in the face of opposition, and value progress over perfection. We’re tired of seeing identities falsely shaped by external influences. Of inequality and injustice. Actions based on the endless expectations of others. Of curated “lives” on social media affecting our perception of ourselves. Of companies and entire industries capitalizing on women’s fears and insecurities. We want to be examples for the generations that follow.
Giving Back 
1 shirt purchased = 1 shirt donated
Every purchase helps women in need on their path to personal stability. For every shirt purchased we donate a shirt to the Downtown Women's Center, the only organization in Los Angeles focused exclusively on serving and empowering women experiencing homelessness and formerly homeless women.
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