Our ethos: made for lounging, styled for life
Soft Focus pieces lean into comfort + ease. We think it's a delicious treat to wear your PJs all day + we want you to look good when you do. Because we would always rather be reclining + comfy pants are the only kind of pants we want to wear. It's a softer side of style – ready to wear, beyond the bedroom.
Hey, I'm Sammi.
Founder / Designer
I literally do everything.
She's a 10 but she's also: the founder, designer + chief do-er of all things at Soft Focus. I was one of those kids who dreamed of working in fashion + actually did it, which is kind of crazy. In 2014, after working at a bunch of Canada's "top fashion brands" I decided to leave my "9 to 5 life" behind + work 24/7 doing my own thing. Freelancing + working from home for the first time, I was faced with a new morning query: how do I get dressed for work when "my office is the couch + a lap top?" At first I happily wore my PJs all day. My old, threadbare sweats were fun for – a bit – but eventually I wanted to get dressed again. Sort of. I craved an easy, casual wardrobe that didn't sacrifice personal style for comfort. I wanted fancy pajamas. So, in 2017 I took the leap + Soft Focus was born.
soft focus | est. 2017 | long live loungewear ✌️
How we do:
Our approach – We design quality pieces that are made to last, produced in small runs, from sustainably sourced + upcycled materials. Recycle, Reduce, Re-Use – and close that loop!
How do we do that? – We work with eco + natural fabrics, sourced from fibres like Tencel, cupro, cotton + linen. Plastic + petroleum derived materials just aren't our thing. The house line is produced 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. Locally, in our hometown of Toronto, we curate an assortment of vintage pieces + create a Re/Made collection produced entirely from found + vintage items.
It's the little things – After production our excess material is up-cycled into small accessories (like scrunchies ) or is brought to a local recycling facility. We seriously hate waste ☮︎
It's a process! – No business is perfect – but, building a more sustainable future is woven into everything that we do. Every season we work towards improving our processes, thinking outside the box + reducing unnecessary plastic + waste from our manufacturing, products + packaging.