Soft Focus is a curated line of stylish loungewear, focused on crafting contemporary silhouettes out of quality, plant-based fabrics.
Sammi Smith
Founder/Designer
The face behind the brand.
Sammi Smith is the founder, designer + chief do-er of all things at Soft Focus. She's one of those kids who dreamed of working in fashion + actually did it – which is kind of crazy. In 2014, after working at some of Canada's top fashion brands, she decided to leave her 9 to 5 life behind and branch out on her own. Freelancing + working from home for the first time, Sammi found herself contemplating how to get dressed for work when her "office was the couch + a lap top". While the easy go-to of PJs all day + old sweats was fun for a bit, eventually she actually wanted to get dressed. Sort of. The style goal: easy, casual clothing that didn't sacrifice personal style for comfort. And so, in 2017, she took the leap + Soft Focus was born!
Our ethos: made for lounging, styled for life
Soft Focus pieces have all the comfort + ease of your favourite PJs, but with the polish of a totally put together look.
Soft Focus on:
Sustainability
Our approach – To design quality pieces, made to last + produced in small runs, from sustainably sourced, plant-based materials.
How do we do that? – We work exclusively with eco + natural fabrics, sourced from fibres like Tencel, cupro, cotton + linen. Plastic + petroleum derived materials just aren't our thing. We make our collections in limited runs with a small factory in China, based near Shanghai. They're an amazing partner that has taken us on as a small brand, helping us to grow slowly + never making us produce more than we need.
It's the little things – After production all excess material is up-cycled into small accessories (like scrunchies + scarves) or brought to a local recycling facility.
+ It's a process – Every season we work towards reducing unnecessary plastic + waste from our manufacturing, trims + packaging.
Slow fashion, small footprint.
We strive to design, produce + deliver with the best practices in mind.