the usual

I am so excited to announce the launch of The Usual. A brand of elevated essentials for the casually inclined. These are basics that you will want to wear everyday. 

The name comes from the idea of wearing on repeat. Just the usual, something you love and wear often. A habit. A part of your everyday life. That is what The Usual is all about. 

I have poured countless hours into the design and creation of this brand over the past year. I have paid close attention to fit, quality and wearability. Because I get it, you want to be comfortable and look chic. Your casual clothing matters more than ever, and you want clothing that is easy to wear, and makes you feel your best. It would mean the world to me for people to love it as much as I do, and invest in these pieces that I've created to make their lives a little simpler. 

I have often found that getting dressed can be overwhelming, with so many options and variables. So matching sets make your life easier by allowing you to just get up, throw on a set, matching shoes, coat and accessories, and be done. Ease of dressing is absolutely a huge factor I considered when designing this collection. I believe in paring down the wardrobe with fewer pieces, but pieces that are more considered. You need to love everything you wear. Your clothing should fit well and suit your lifestyle. 

All of the clothing is also designed with the environment in mind, using organic cotton, responsible manufacturing, and biodegradable and recyclable packaging. Because of course I am also very concerned about how fashion impacts the environment everyday. Buy less, take more care. Be more considerate of what you buy, and buy to wear often. 

Find out more about the sustainability practices here. 

The collection consists of SET 01 and SET 02, which will be available in a variety of colour ways. 

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 Visit The Usual Instagram here.