Sweet 16, a year of growth and evolution

"When life is sweet, say thank you and celebrate. And when life is bitter, say thank you and grow" - Shauna Niequist

16th birthdays are usually celebrated as a “coming of age” and that really resonated with me. As the team and I discussed what collection would come out and how we’d celebrate our 16th “Alliversary,” I realized it was an opportunity to step into a new outlook. The brand's “coming of age” is also happening as we grow, explore, and really hone in on our purpose and what the core of this business is supposed to be. 

This year’s challenges and moments of growth have given me a fresh perspective on moving forward. I shared this visual with the team, and it really resonated with all of us. Instead of focusing on the daunting valley ahead, I’ve chosen to look up and recognize that I’m standing at the base of a new mountain. While the journey may seem intimidating, I’m grateful for how far I’ve come and equally excited for all that’s still to be discovered. I’m hopeful that these lessons have strengthened me to not only survive but thrive in the journeys ahead.

Through all the growing pains, I’ve been reminded of the WHY behind my business. For a time, I lost sight of it, getting caught up in the WHAT and the HOW. But the WHY is my guiding force — my North Star — and it keeps me rooted in my intention: giving women the opportunity to feel good about themselves, to feel beautiful, powerful, relevant, and valuable.

As I’ve aged, and especially after having kids, my body changed and continues to do so. I initially set out to design clothes that would ‘hide’ the areas I didn’t like. But as I evolved, I realized the purpose of clothing isn’t to mask or conceal. My purpose isn’t to change society’s viewpoint on women’s bodies. My purpose is to shift my own mindset, freeing myself from the limitations society imposes. That's what I want this brand to stand for: a guidepost for all of us. That we truly are perfectly, wonderfully, amazing AS WE ARE. That’s the reality I’m choosing to weave into the fabric of my brand. 

That’s what clothing and confidence can do — help you see yourself clearly, to recognize your unique beauty. This is the WHY behind this business: to help us all, myself included, feel relevant in this world. To feel special enough to dress up, even if it’s just to go to market. To wear what you like because it feels good to you and not for anyone else. To know that we’re special and beautiful, and to live our lives for ourselves and our own joy.

So as we celebrate our 16th anniversary, I'm also redefining my purpose - to heal through clothing. It's something I've been too timid to express, until now. By acknowledging my own wounds, I can channel my creativity and voice into healing. I openly embrace the healing that fashion and life's journey offers me, and I hope you will too. Because we all deserve to feel seen, heard, and valued in every aspect of our lives — to look in the mirror and see ourselves as beautiful AND amazing.

-Allison