Secret sale now + some added thoughts on the launch &

and our 2nd drop lands this week

It’s September. Holy F. It’s been a whirlwind. August flew by like the breeze but not without heavy lifting mixed with a much earned 2 week relaxation.

I launched the denim and RTW collection, the first 9 styles dropped. We had an amazing reception to the collection, sold out of most of the styles in the first week and have had a ton of super positive reviews. PHEW. What does this success feel like? RELIEF. Thank goodness! THANK GOODNESS and I am so grateful.

July & August, It was a heavy lift, a huge risk and I carried it for about a year and a half. I’ll tell you, this is a me company. I fund it. It’s not a shell for a big brand, there is no big backer or LVMH, I don’t have the comfort of anyone supporting me. It’s on the backs of me.. If it fails, it fails for me, my 25 year career and on the backs of my family.. So something like this, it’s bigger. Because it’s REAL risk. And fashion is fickle and no one knows what someone else will like. The stress was real.

BUT!! we launched and people really liked it! It looked really good! and I am really proud! I couldn’t be happier or more RELIEVED. When you start something, with an IDEA, it isn’t naive, but you don’t really understand what you sign up for.. It’s not one denim collection I am trying (although it is), but in a business, you are choosing a path, that you continue to support financially and spiritually. It isn’t one collection we launched, it’s a path for the business. You support seasons, in succession, I’m heading to NYC in two weeks to show the 3rd season.. You get in deep even before you have any confirmation it will sell or people will like it. You dig the hole hoping the world fills in to meet you. It’s a path based on faith and it all came down to the launch, to see if it worked.

It’s a year and a half of work, energy, resources, costs. It cost a LOT of my personal money to launch a denim line. And so my main feeling is RELIEF. It’s not ego, or showy fashion vibes… it’s Holy F. Thank Goodness. It’s working, this will work. And most of that relief was spilled in a beachchair under an umbrella, staring at my kids play in the ocean and also at orders on my Shopify app in Rohobeth Beach this year.. with my family on our annual family vacation. There was no getting around that the launch would happen at the same time as the vacation.. when you own a business, things don’t always just stop because you want to stop for a few minutes. In short…. SO GRATEFUL, SO RELIEVED, SO HAPPY. HOLY F.

what else….my kids are back in school - thank goodness for that too.

what else… secret sale happening now.

It’s the last day of our secret sale. Are you on our 1st dibs list? We only list sales on secret pages very rarely, maybe a few times a year.. This is an end of the season sale where we are offering a 30% discount on some select Spring 2024 styles we have had on our site since February.. Some of them we have reordered multiple times, but they don’t transition as easily to fall. We are about to launch our 2nd denim and RTW drop, we need to make room and LET GO.. If you DM a screenshot on IG that you signed up for the 1st dibs list, I will send you the link for the sale. No denim or RTW is included in the sale.

ANOTHER REASON to sign up for the 1st Dibs list.. you will get the first notification when we launch our 2nd drop this week of new denim and sportswear. We will be launching the long awaited Raw Rinse Crease jean and our Navy tailored suiting and the Washed Black Painter Jean.

All my gratitude, thank you and holy F. I’m excited for what’s next.

xx

Jamie