The Usual is based on the principal of buy less, wear more often.
Getting dressed should be simple, and the clothes that you wear should make you feel both beautiful and comfortable. We believe that all the clothing in your closet should simplify your life and make dressing easier.

The collection is designed with both the environment and the modern woman in mind. We believe in sustainability, so each piece is thoughtfully designed in quality organic cotton, and is meant to be worn on repeat. 
follow us


Mel is a designer, art director and stylist based out of Toronto, Canada.

You can find her on IG @melo_and_co and @meloandco_studio

She is also now the woman and designer behind the brand The Usual. She created the brand out of a desire to create sustainable pieces that are not only cosy, but also stylish and wearable. She is a super casual laid back type of woman, who is always most comfortably in clothing that makes her feel good and look good. Mom life has made her realize that practicality is one of the most important aspects of style. She believes that feeling good in your clothing is a big part of feeling comfortable in your own skin, and that we should buy pieces that will make us feel good, so that we will want to wear them on repeat. She has spent the past year refining a small collection of four pieces that will take you everywhere in your everyday lifestyle.