In 2006, Canadian film and TV wardrobe designer Jude Feller looked high and low for detail-oriented, casual clothes for her clients but was unsuccessful in her search. This prompted her to leave her job and create
, a line of contemporary streetwear designed for an energetic, innocent, and playful girl next door. Two years later, the line, which has now crossed over to the US, is recognized for its flirty dresses, soft hoodies, coats, and high-waist trousers. Lily Allen, Ashlee Simpson, and Amy Smart are already fans.