Come on in. Take your bra off. Stay a while.
We want to wear our PJs all day, and look good while we're doing it.
Currently re-imagining our place in the internet ethers – and your closets.
Our online shop is closed. New dreams are on the horizon.
Join us on the journey 👇
Hey, I'm Sammi.
I'm the founder, creative director, designer + proprietor of all things Soft Focus.
I was one of those kids who dreamed of working in fashion + then actually went out + did it. Pretty cool.
After a decade working for some of Canada's top fashion brands I decided to leave my 9-to-5 life behind + work 24/7 doing my own thing.
Working outside the typical office hustle, I was faced with a new daily query: how do I get dressed for work when my office is the couch + a laptop?
At first I happily wore my basic, old PJs all day. Eventually I wanted to get dressed again. Sort of.
Soft Focus was born in 2017. A vision of fancy pajamas for the modern age. A uniform for the independently employed + WFH lifestylers, presciently created years before that became our new world order.
Over the past 6 years I've surfed the DTC wave, sold in boutiques across North America + formed a community of comfort-freaks, just like me.
Currently dreaming up the next iteration – and hustling for other brands.
Keep in touch👇