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Our Story

We believe that it’s not how much you buy, but what you buy.  We aim for a reduced, but higher-quality wardrobe where clothes are worn again and again.

[a·poth·e·a]

A cure for the aimless wardrobe.

High quality, sustainable, forever pieces for women.

How Apothea Started

Our founder, Jeanne Birnbaum, worked in the corporate fashion industry for years.  To look up-to-date, she bought A LOT of new clothes each season.  And, every year, she gave away, ‘recycled,’ and even threw away tons of barely worn clothes. She realized that she was consuming way more than she could possibly wear. Plus, our founder became a mom—she realized that she didn’t need constant newness, instead she needed clothing that worked for a variety of purposes.  Her goal wasn’t to never shop again, but to create a more intentional closet full of clothes she loved.

Like many of us, Jeanne craved a timeless, high-quality wardrobe that was functional and easy, yet sophisticated.  Sustainable brands seemed like a good place to start since they innately focuse on high caliber fabrics, cleaner manufacturing, excellent craftsmanship, and slower timelines.  But, curiosity quickly turned to frustration when there wasn’t one place to shop for curated, responsible clothing. Thus, Apothea came to be.  We hope you enjoy discovering new brands and learning styling tips as much as we do!

Why Focus on Sustainability

On top of changing personal needs, our founder saw firsthand the immense amount of waste in fashion industry.  Large fashion houses massively overproduce products making fashion one of the largest pollution sources in the world.  Endless sale sections hold merchandise that is often is never bought.  The unwanted merchandise is then burned, shredded, or shipped off to countries that cannot manage the waste.  And finally, these textiles end up in landfills that take hundreds of years to biodegrade while expelling greenhouse gases and harmful toxins in the process.

We believe that creating doesn’t have to mean destroying; sustainable and responsible fashion practices are critical for our planet.  Apothea works with brands who focus on sustainability in a few different ways: certified organic fabrics and natural fibers, recycled materials, use of deadstock, small batch production, locally made, and artisan products.  We also believe in social responsibility, which includes working with companies who practice fair labor laws and hold social certification standards like SA8000.

Style Advice we love

“Repetition makes reputation.”

Size Guide

×
INTL US IT FR UK/AU CN KR JP
XXS 00 34 30 2 150/72A 33 1
XS 0 36 32 4 155/76A 44 3
XS 2 38 34 6 160/80A 44-55 5
S 4 40 36 8 165/84A 55-66 7
S 6 42 38 10 170/88A 66 9
M 8 44 40 12 175/92A 66 11
M 10 46 42 14 175/96A 77 13
L 12 48 44 16 180/100A 77 15
L 14 50 46 18 185/104A 88 17
XL 16 52 48 20 190/108A 99 19
XXL 18 54 48 22 195/112A N/A N/A