The brand began with a different kind of intention — unpolished, undefined, but deeply felt. It wasn’t about perfection or polish; it was about passion. About belief. The belief that women deserve to feel confident in what they wear — and represented by a brand that truly cares.

After two years of learning, adapting, and finding our footing, the brand introduced some of its first true icons — including The Essential Jumpsuit. Amid the unprecedented challenges of the COVID-19 pandemic.

As demand grew during a time of global uncertainty, we met it with deep gratitude, fully aware of the responsibility behind every piece we created — fueling our passion to innovate and deliver even greater moments.

After a year of unexpected demand, we took a decisive step forward — introducing collections fully designed in house. This was more than just a new chapter; it was the true beginning of who we are.

It was during this time we developed our first core fabric, Signature — a material that quickly won hearts and became the foundation of our community. People didn’t just come for the pieces; they came for the passion behind the fabric itself.

Logo. DNA. Evolution.

The year things truly began to take shape — piece by piece, thread by thread. We introduced fresh fabrics–the Micro-Ribbed– and more frequent collections, each one reflecting a clearer vision of who we were becoming.

We looked to role models for inspiration, which led to exciting collaborations — most notably with Briana Wright, whose influence helped amplify our voice and connect us to a wider community. 2022 wasn’t just about change; it was setting the stage for everything to come.

Your passion for our fabrics and designs became clear — you made them part of your everyday life, your story, your rhythm. In turn, we discovered a new purpose: to connect with you more deeply, to bring you into our design process, and to truly listen to your needs and your reality.

Inside the brand, our vision sharpened like never before. As the team grew and we settled into our new headquarters, we took a step back to the drawing board—carefully analyzing what resonated most and why 

The direction was clear — rooted in essentials, yet elevated by an obsession with detail, fit, feeling, and energy. We became a place people could trust. So, laying the foundation wasn’t just important — it was necessary.

From that groundwork, 24/7 CORE was born. Originally known as Core Best-Seller, it evolved into a collection that embodies versatility and timeless confidence — designed to take you everywhere, every hour of every day.

2024 laid the groundwork — setting the stage for everything to come.

A year of concepts, creativity, and bold ideas — where our foundation meets our future.

We’re introducing new fabrics, exploring fuller concepts, and shaping a more well-rounded expression of who we are. It’s not just about what we make — it’s how it all connects: the feeling, the function, the form.

This is 2025 — where the brand reaches its next level.
Big plans. New energy. A more complete vision.
We’re just getting started.