Blogs by Allison

Every year, Amazon Prime Day rolls around and this year it's arriving a little earlier than usual — and honestly, it got me thinking. Not about competing. Not about discounts or deals or trying to out-Amazon Amazon. But about why we do what we do, and the people who make it possible. I wouldn't say I'm "anti-Amazon" — in this day and age, it's hard to survive without the creature comforts of Amazon Prime (not to mention Prime Video — how else will Olive and I find out what happens next in The Summer I Turned Pretty? LOL!) And I did try to "give up" Amazon Prime for a year, only to realize I still needed to ship our poly mailers and tissue paper from Amazon. But I will say — I am a supporter of small business, and that stance isn't “anti” anything. It's more pro-small business. I ventured out as a small business entrepreneur over 25 years ago, and Allison Izu wasn't the first company I started. I went from creating a bespoke wedding dress company, to a surf brand, to a vintage clothing company — until I finally had the experience and the bravery to start my dream label: Allison Izu. Through all of those brands, it’s always been the customers who made it their purpose to support small businesses that allowed me to succeed. From countless craft fairs where only a handful of people would stop by, to eventually doing enough of them that people started to notice and seek me out. I can't describe the feeling of accomplishment when that started to happen. It still catches me off guard — in the best way — when someone recognizes me at the market or the mall and tells me how much they love the clothing. It's because of people like you, who choose to support small, that I'm able to dream the big dream. Saying "thank you" kinda pales in comparison to everything you've given to brands like mine — but it still needs to be said. THANK YOU. When I think about my journey, it's your faces that bring me the most joy and the deepest sense of gratitude. Whether you've been here from the very beginning or just found us yesterday — the appreciation runs deep.  So, as a small business navigating Prime Deals week, I just want to say: thank you for choosing to support small — whether that's shopping with Allison Izu, supporting your local bookstore or picking up fruit at the farmers market. I know it takes time out of your busy day, and sometimes a little extra money, to shop small. But I can honestly say the owners and the people behind these businesses feel it. Every single time. Wholeheartedly. With love + light,Allison PS: we're celebrating the season with our Summer Savings event, dropping soon. New markdowns, a little extra off, and a chance to shop in a way that feels good. We hope it does.

Permission . . . It may seem like a weird thing to talk about but it’s something that keeps showing up for me. I didn't realize how much I hesitated and waited for permission. And upon exploring this a little more, I asked myself, “who am I waiting to gain permission from?”  It’s obvious I’m no longer a child, needing permission from my parents or teachers, or even my friends. And my marriage is not the type where I need to ask my husband for his approval, so where did this nagging feeling come from? This past weekend, I had my nephew’s graduation lunch. It was at Morton’s and I was excited to not only celebrate his achievements but also to get dressed up and go out with my family. (I don’t get out much - LOL!) I already knew I was going to wear something from the new collection. I love the colors we ended up doing and when I took a photo of Ash in this outfit for our website, I knew I wanted to wear a monochromatic look with the Jana Top and Milo Pants.  So come the morning of the lunch, I put the outfit on and I felt . . . awkward. Awkward was definitely not the feeling I was expecting so I checked in with myself. Do I feel too dressed up?  Ashamed that this outfit might make me “stand out” too much?  This was weird territory for me. I like to think of myself as fashionably brave and willing to take risks, so why did I feel uneasy? So I knocked on my daughter's bedroom door to see what she was wearing and to show her my outfit. I asked “is this too much?” And she immediately responded with “wow mom, you look nice!” And as I processed her compliment, I felt even more self-conscious . . . What’s happening??  So I asked about my shoe options. Olive always leans to the “reasonable” choice, but this time she asked me how I wanted to feel. Mmm, what insightful advice.  I wanted to feel comfortable and at ease. And that led me to choose my combat boots – a little edge to the feminine Jana and Milo pairing. I walked out the door feeling like myself.  And it hit me later – I had been waiting for someone to give me permission to feel good in what I was wearing. My daughter, my reflection, someone. But Olive didn’t give me permission. She just asked the right question, and I found it myself.  What stayed with me was how automatic it was — the hesitation, the need to change and move away from what I wanted. Waiting for permission, the need for approval from someone. And I think this happens to a lot of us, whether we’re aware of it or not. That quiet voice asking is this too much? before we’ve even left the house. I’m learning to hear it – and then gently work to release it. And if you find yourself doing the same thing, I hope this inspires you to give yourself permission to look or feel a certain way; to gain your own approval for feeling beautiful and to sit in the wonderful feeling of joy. This is what I think fashion can do for our lives, to open a small window in which we can allow ourselves this moment of joy and beauty.  So the next time you love an outfit and immediately wonder if it’s “extra” or “too much” – sit with it for a second. The approval you’re looking for? It’s already yours. 

This collection drop is coming at a moment of deep awareness for me. About myself and the brand. And I’m embarrassed to tell you that I’ve been living in somewhat of a fog for a couple of years. I think it started when we decided to close our Showroom in Manoa. And since then, it’s been a period of discovery for me. Figuring out what it is that I truly want. The old version of myself would say, ‘I was forced into retail’ - in a moment of desperation many years ago. I was being pushed out of wholesale, account orders were getting smaller and my section in Nordstrom was also decreasing. And in order to keep my business afloat, to keep designing – I decided to try my hand at retail. It wasn't a decision I made with my whole heart, but it felt necessary and my only option. Looking back, there are no regrets. I’m grateful for the opportunities that came along the way. For all the stores and retail locations in different locations – did you know I had a shared store in Ward Warehouse and Ala Moana Hotel? Each move, each space gave me a chance to add another skill to my entrepreneur toolbox. And led me to meeting so many new people and learning so much about what women needed in their closets.   And now that we’ve been without a physical retail location for over a year, I’ve had the time to go deeper into my personal spiritual journey. Through that, I realized I wanted something else – another dream and new goals. Closing the Manoa location allowed me to go into my cocoon and figure out what it is I wanted to do. Go back to explore and finally get back to the heart of who Allison Izu really is and what it is I want. I thought it would be so scary to share this with you and say it out loud, but I know we’ve created a safe space here. So here goes . . . I want to expand this brand far beyond the shores of O’ahu and the U.S. I want to grow to a point where I can fully live my dream – to have the freedom and financial security to create any new design or solution to a problem that whispers to me. To follow my creativity and see where each style or product takes me. And now that it’s out there, it feels like a weight has been lifted off my shoulders. So thank you for that . . . I’m writing with tears in my eyes, because I know all of this is possible because of you. Through all the love and support you and so many others have shown me and continue to do so. We’ve created this space together, where I can share my thoughts and desires, my designs and creativity, and this business aka “my baby” with you. Clothing really is more than just fabric – its healing, its meaningful, and it can be a protective shield. I think about that when my sweet and sensitive son wears a thick sweatshirt even on hot days, because I think it makes him feel safe. It can also be a way to express yourself – on days when you choose the bright colored top because it makes you happy. And when you need a little extra strength to get through the day so you grab your favorite pants that make you feel “bad ass.”  Which leads to sharing something else that’s difficult to say out loud. But it’s something I've finally given myself permission to fully accept. It’s my gift to be able to imagine solutions to problems, to know fabric and shape in a way that I can manipulate it to best support women and our unique and everchanging bodies.  It’s why fit sessions at our office are things we take time out of our day to do. The team and I all gather in my office, try on styles and share our thoughts and critiques. If I want to design a top to minimize the midsection, I think of my mom or this customer who approached me in the market recently. She told me how much she loves the Hannah Top and Milo Pants because she recently needed to get a colostomy bag. She bravely continued to share how both styles drape perfectly away from her tummy, so she feels more confident and “normal.” Or when we’re talking sleeves or armholes, I think of Ash. She shared with me about always having a hard time finding tops that fit her arm/armpit area. The rest of the top would fit fine but sleeves were always too tight or the armhole would ride up and she’d end up uncomfortable and pulling at her top all day. It made her feel uncomfortable and self conscious and now we always have her try on tops to review the sleeve area.  From midsections, to armholes, to necklines and legs – I try to consider it all. This deeper clarity and awareness has allowed me to tap into my connection with my purpose and it opened my eyes to all of the “problems” I want to solve using with designs and fabrics.  So thank you for being here, for your support and for creating this safe space for me to live my purpose. This next collection is all about going “Into the Garden” for all of us. To find the moments to reconnect with our inner selves and figure out what it is that this life is calling forward for us . .  . “To our becoming” -Allison  

I have to say, the older I get the more I’m aware of the moments I don't feel comfortable. And it shows up at different times like when I go walking in these Lululemon shorts that I got for $78 but they cut into my belly and make me so self-conscious but I force myself to wear them to get my money’s worth, LOL!Other times, it’s when we go out to dinner and I’m overdressed and feel a little self conscious . . . Or when I have to go to a networking event and I feel too casual in my boots and flowy pants because everyone’s in structured pant suits - eek!  It also brings me back to last year when I was helping my daughter Olive look for a dress for her Winter formal. She went with a bunch of her friends and was totally stressed about finding a dress. As we shopped and she tried things on, there were a lot of cute dresses, but it just didn’t fit her right. One dress, that I personally loved, needed a slip and double stick tape to keep everything in place . . . cute but way too fussy.  And I told her, "this is your first formal event and I want you to soak up every moment, I don’t want you to have to worry if your slip is showing or if the strap is going to slip off your shoulder." Because a fussy dress or uncomfortable shoes would all she’d end up paying attention to instead of enjoying the night. And I didn’t want that to happen. I wanted her to laugh, dance, eat and have FUN!  And to me, the only way you can truly live and be present in the moment, is when you feel your most comfortable.  This is what I want for Olive, this is what I want for me, and this is what I want for you. It’s why the team and I put in the extra time to test every style with an all-day fit test or test our fabric quality. I want to make sure that it feels amazing at the end of the day too.  I want to make sure that when you have to kneel down to pick up something or lean over to give someone a hug, you can do it with confidence and comfort. Those two things - “confidence and comfort” are what I think allows us the opportunity to be fully present.  Because in the moments I have to worry, “Am I too dressed up or too casual” - I’m already taking away from being present.  And the older I get, the less patience I have with things that steal away my experiences . . . I truly believe that all our pieces need to “take it up a notch” is a little bit of styling, some great accessories and a willingness to live confidently! Alexander McQueen once said, "Style is not about the clothes, it's about the individual” - so let's live our lives without the worry of how we will be defined in our clothing. Let’s just look for things that make us feel good, feel comfortable, feel like ourselves!  

This collection didn't start with a mood board, it started with a decision. At 49, I finally named what brings my joy. Now I'm building the bravery to live in it. In this video, I share the deeply personal inspiration behind our spring collection and how aging shifted my perspective, why I spent decades putting myself last, and what it really means to become a caretaker of my own joy. For anyone standing at the edge of their own turning point, this one's for you.

I’ve been thinking a lot about New Year’s resolutions and all of the things I'm hoping for in 2026. And it made me realize that in order to make room for new things, I need to let go of others first. In the past, my friends and I would choose a word for the new year, and in looking back at this tradition, I realized that I may have been missing something. It’s one thing to hope for change, but it’s another to make space for something new by healing or letting something else go. So here I am, sitting at the table, trying to review this year and working to focus on what I want to shift and create for myself and my family in 2026. As I move into my 49th year of life, I’m realizing what all the hype is about with getting older. It really is a new phase of living your life for yourself—and it feels like a mind-blowing thought! I’m really asking myself, “Who is Allison?” Away from being a mom, a wife, a business owner, a daughter, a sister, and a friend—what or who do I have left? Who’s this person, and how can I start to live more for her? It makes me rewind the clock all the way back to when I was a child, with not a care in the world other than my own happiness. What would that younger Allison tell me as advice? How would she tell me to live my life to the fullest? I think she’d tell me to laugh more and stress less. And she’d tell me that I’m perfect in every way, just as I am, because of all the love and joy that surrounds me every day—like enjoying moments in meditation, warm hugs from my kids, and the deep support of my family and my team. She would whisper that I don’t dance enough or sing loudly enough, and she would remind me that my favorite pastime is to draw or paint just because, with no goal in mind. She would say it’s okay that I love being around animals, and that smiling at kids or random strangers is because my passion for life just overflows from me sometimes. And she’d remind me of what joy really feels like in my body, mind, and spirit. Every moment I live doesn’t need to be fueled by striving to hit a goal every time. I can just show up and be me… on a Monday meeting with my team with no agenda, on a trip with my family with no plans or reservations… all I need to do is show up and be me. So that’s what I’m making room for—to let go of the preconceived habits, thoughts, and programming that “striving” has created. To not worry about what other people are thinking about me—if they’re judging me, expecting more from me, or if people are blaming me or praising me. I’m not defined by any of this… It’s only about the peace I feel, the joy that fills me up, and the love that's always there, surrounding me. And if I can make the space to let go of all of the fears, shame, and questioning that usually fill my mind, maybe I can truly make space for more joy, more love, and more light in my life. To live this life for me… through all of the small moments, the hugs, the smiles, the laughter, and the joy I feel. Maybe through living in joy and light, I can truly share that with you too. Wishing you and your family an amazing 2026 filled with so much love and light. —Allison

"You are never too old to set another goal or to dream a new dream." - C.S. Lewis I feel like every year as my birthday approaches, I find myself thinking a lot more about aging and life in general. Each trip around the sun brings new lessons, perspectives, and a deeper awareness of what really matters. Recently, my family went through a health scare with my dad, and it gave me pause into how I should be viewing life and aging. First, my dad is doing well. He's recovering, heading home in good spirits with his crazy sense of humor fully in tact lol. And going through this experience, I worked to stay present, aware, and even in uncertain moments to give myself the space to practice GRATITUDE. You see, I'm always reading — whether it’s one of the many books I pick up or lessons shared by spiritual teachers — my mind tends to roll those ideas around again and again. And it isn't until something real happens in my own life — like a personal experience, hardship or struggle that I truly get the chance to “practice” the lessons in real time. That's when it moves from something I'm just thinking about into something I can actually feel, live, and practice from my heart. My father’s health scare was one of those eye-opening moments. In the time we spent waiting for updates, I felt myself move from a state of worry into a place of surrender and gratitude. Because in those moments up until we were able to see him, there was nothing I could do but wait and pray.  And so, instead of playing all of the crazy and scary “what if” scenarios in my mind that I usually do, I waited and I prayed. I practiced gratitude. I focused on appreciating the time my dad has, the time I have, the time we all have. It brought on a bit of an existential moment of sorts and from there, I’ve been intentionally working each day to focus on the things in my life I am most grateful for. Which brings me to the quote above… "You are never too old to set another goal or to dream a new dream." - C.S. Lewis  As my dad leaves the hospital and heads home, he’s already setting a new goal and creating a new dream for himself — through his willingness to try new things and take better care of his health. Watching him has inspired me to create a new dream, too. As I move into my 49th year around the sun, this dream feels less about a traditional “goal” and more about getting back to what truly matters. It’s the list I often run through in my head when I need to move myself out of fear and back into gratitude — health, family, friends, support, opportunity — but now, it feels clearer than ever. It’s about letting go of the small, insignificant things I tend to fixate on: the wrinkles on my neck or the age spots on my face. It’s about releasing the constant worry about my kids’ futures and how they’ll “turn out,” and loosening my grip on the fear of how I’ll be judged or what my value is as I get older. And to overcome the fears and insecurities that take over my mind as an entrepreneur.  Through this experience, I've realized that aging isn't a countdown to some “inevitable end.” It's an invitation — an opportunity to see the gifts that are right in front of me . . . And to keep setting new goals or dream a new dream. Everyday I wake up is another opportunity to learn, grow and live fully.

I used to think I was good at practicing gratefulness. But through this season of growth, I’ve realized that living in gratefulness was actually a struggle for me. And I had a strange revelation recently . . . my daily practice of gratitude in the morning left me with this odd sense of “unease.” I actually left the practice feeling more anxious then relaxed. And in a session with my friend aka my “Spiritual therapist”- we uncovered that gratefulness felt like bragging to my inner self. WUUUUTTT?! So I sat with this and everything started connecting. I grew up as a 4th generation Japanese-American, the middle child to two hard working parents. My dad is an entrepreneur and my mom spent most of her life working in the family businesses (yes, plural - we joke that my dad was a serial entrepreneur) while taking care of us. They both worked very hard. And while we had moments of ease, most of what I remember about them running these businesses was that it was HARD. As an empathic kid, I picked up all the moments of scarcity, stress, and fear — and those became my reference points. I learned life was hard and running a business was even harder. And here’s the funny twist: even with those lessons, I still grew up wanting to start my own business. So that childhood mantra played on – “Life is hard. Running a business is hard. It takes a lot of hard work.” And without even realizing it, that belief system followed me straight into adulthood. So when all the self-help books said, “have a daily gratitude practice,” mine felt hard before I even got started. Your gratitude practice is supposed to make me feel good inside, right? But instead, it triggered the young child in me who believed life should be hard – and listing out the things I was grateful for was bragging . . . BOOM! I was hit with the weight of this realization, and so I sat with it, asking myself these questions:  How can I get myself to accept that life can be easy? That life can be in flow? And even more than that - that I deserved an easy life? I can’t tell you how this will all work out because I’m still in the thick of it. But even now, as I continue working through this gratefulness practice, I can say: it’s getting easier. And now, when I close my gratitude practice in the morning, I actually feel that sense of ease and gratefulness wash over me. As painful as the process can feel sometimes, it’s worth it to look at your life and “count your blessings.” Because in a world that loops our painful experiences 24 hours a day — on the news, on our social media feeds — I want all of the good stuff on loop. And through this gratefulness journey, I can understand how this shifts every part of my life, even within my business. Because now I can allow myself to live and lead from a place of ease, not difficulty. And more than that — I can believe that each and every one of us deserves this ease as well.  I want that ease for myself, and I want that ease for you. So as we move into the season of giving, I ask you try something . . . Pause — and give yourself the love, the gratefulness, the generosity you’ve always reserve for others. Turn all of that love, light, and energy and share it with yourself too. Because you are amazing, you are powerful, and you have given so much of yourself to others. It’s okay to rest. It’s okay to live in the moments of ease and gratefulness that are just for you.  That is what I want for myself — and that is what I want for you! Wishing you all the best this holiday season. I hope it’s full of love and light. -Allison