Our Story, Their Story
CRICKET LEE, co–founder
I’ve been chunky my whole life, and started sewing my own clothes at age 10 because nothing in stores fit me. By 17, I had created my own collection. That early frustration taught me something women still face today: if the system isn’t made for you, you have to make your own. I’ve spent over 25 years pushing for something different, something that actually respects the way real women live in their bodies.
Today, I get to build it with my daughter. Watching her lead this new generation with her own voice and vision is one of the greatest joys of my life. And standing beside the women in our campaign—women who are strong, beautiful, and unapologetically themselves—I feel overwhelmed in the best way.
I feel like a proud mom in every sense of the word. Not just of her, but of this company, this work, and the women it’s meant for. This isn’t a brand. It’s a fight I’ve been in my whole life. And we’re just getting started.
NATASHA LEE, co–founder
I grew up thinking that if I looked the part, I’d feel the part. I worked as a model, chasing the image, but underneath it all, I was just trying to feel safe in my own skin. I didn’t realize how much of myself I was hiding just to become what the world told me I should be.
If I could speak to that girl now, I’d tell her there’s another way. One that doesn’t hurt. One built on love, not pressure. That’s why this exists: to remind other women they were never the problem.
Now, I choose to live in alignment. That doesn’t mean I have it all figured out. It means I give myself grace, stay grounded in my voice, and stand strong in my vision for change. Leadership has brought me closer to myself. It’s made me bolder, more honest, and more willing to say the thing out loud, even if my voice shakes, or even if someone doesn’t like it.
Turns out, I’m a lot stronger than I thought. And a lot louder, too. But the most powerful thing I’ve learned is what happens when other women begin to feel that in themselves. When a woman finally sees herself and feels safe in her body, you can feel it. It’s emotional. It’s electric. That’s the feeling I want to live in and help others find. That’s what this brand is to me. A return to truth, to self, and to the power we’ve had all along.