I'm the creative engine + entrepreneur behind Soft Focus.

I was one of those kids who always dreamed of working in fashion—then actually did it. Pretty cool.

After a decade working for some of Canada's most loved 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...and Soft Focus was born.

A playful vision of fancy pajamas for the modern age. A uniform for WFH lifestylers, presciently created years before that became our new world order.

For 6 years we surfed the DTC wave, sold in boutiques across North America + formed a community of comfort-freaks, just like me.

Then I needed to take a nice long nap.

While the shop is OOO, I consult for retail brands, supporting creative direction, brand development + product strategy.