OF HERS began over countless coffees, calls, and voice notes in the early days of maternity leave.
Long ones, sent at odd hours, during a feed, on a walk, in the quiet minutes between the beautiful chaos of new motherhood. There was something about hearing each other’s voices in that season that felt grounding. A voice note would land and the excitement of seeing it come through was immediate, that little moment of connection in a time that could otherwise feel all-consuming.
At the time, neither of us could have fully known what we were building. We just knew we kept returning to the same conversations, about womanhood, identity, clothing, and how much life had changed.
Sometimes it was an industry move we had both been watching. A new collection from a brand we loved arriving in our feeds and stopping us mid-scroll. A label doing something quietly brilliant that we wanted to dissect together. The conversations that had always come so naturally between us did not stop because life had changed, they just found a new rhythm.
But before OF HERS was a brand, it was a friendship.
What started as a working relationship between two fashion buyers became something much closer. The kind of friendship that only deepens with time, through shared industry obsessions, honest conversations, and the particular bond that forms between women who truly get each other.
Then maternity leave happened at the same time, and everything shifted.
After years working as fashion buyers, fashion was second nature to us. We understood product, fit, quality, customer behaviour, and the pace of the industry. But becoming mothers shifted something more personal. It changed how we moved through the world, how we saw ourselves, and how we wanted to get dressed each day.
In that season, we found ourselves craving something different. We wanted pieces that felt beautiful, but also grounding. Thoughtful, but easy. Clothes that could keep up with modern life, while still honouring the beauty and complexity of being a woman in a transition.
And slowly, over those conversations, OF HERS began to take shape.
Why we felt called to create it
We had both spent years immersed in fashion, but this felt different. More personal. More instinctive. We were no longer thinking only about what women might want to buy, we were thinking about what women, ourselves included, truly needed from their wardrobes.
Because life had become fuller. More layered. More demanding. And in many ways, more meaningful.
Like so many women, we were navigating an identity shift that was hard to name but impossible to ignore. We were still ourselves but changed. Softer in some ways, stronger in others. More aware of how much clothing can shape the way a woman feels as she moves through her day.
The coffee dates began at each other’s homes, half-conversations stolen between feeds and nap windows, babies on laps, thoughts trailing off mid-sentence. But somewhere between the chaos and the laughter, the conversations kept coming back to the same place: our love of the industry, what was missing, what women actually needed, and what we wished existed.
Eventually those kitchen table catch-ups became afternoons at Hotel Montreal, our local, our thinking space, and if we are honest, part therapy session. A place to offload the sleepless nights and the juggle at home, but also to reconnect with the career-driven women we still were underneath it all. Women who craved meaningful conversations. Who longed to talk about something beyond the beautiful but relentless fog of new motherhood.
It was in those afternoons that OF HERS began to take real shape.
We found ourselves wanting fewer things, but better ones. Pieces with ease. Pieces with purpose. Pieces we could rely on when life felt busy, emotional, beautiful, overwhelming, or all of those things at once.
That feeling became the foundation for OF HERS.
What OF HERS means to us
OF HERS is, in many ways, a reflection of our own journey.
As our lives changed, so did the way we wanted to dress.
We felt less drawn to trend for trend’s sake, and more drawn to clothing with permanence. Pieces that could live in a wardrobe for years. Pieces that felt considered, flattering, versatile, and quietly luxurious. Pieces that supported a woman, rather than asking her to keep up.
Again and again, we came back to the same thought: why did it feel so difficult to find clothing that truly reflected the lives women are actually living?
Not one version of womanhood, but all of it.
The woman returning to work after maternity leave.
The woman stepping into leadership.
The woman rebuilding after change.
The woman balancing ambition, family, identity, and the many invisible things she carries.
We knew there had to be room for a brand that met her there.
A brand that understood that womanhood is not static. That style can feel effortless. That a wardrobe can be beautiful without being complicated. That getting dressed can be a source of confidence, ease, and self-possession.
That is what we wanted OF HERS to be.
Why knitwear became the beginning
We are denim girls at heart. Always have been.
A fresh white tee, our favourite jeans, and usually a beloved knit or a classic blazer thrown on top, that is us at least three times a week. In many ways, that has always been our own version of a capsule wardrobe.
So when we found ourselves in the thick of new motherhood, grabbing babies, running out the door, trying to feel like ourselves again, knitwear was not necessarily the obvious answer. But it became the clearest one.
We wanted something effortless but polished. Elevated, but real. Something that could finish an outfit without trying too hard. Something that felt beautiful to wear, easy to style, and built to last.
A beautiful knit that could keep up with every chapter.
That idea captured so much of what we wanted OF HERS to be from the beginning: thoughtful, enduring, grounding, and quietly luxurious. Pieces women could live in, love, and return to again and again.
Not pieces for a moment.
Pieces for real life.
For the first day back at work.
For long lunches with friends.
For school drop-offs and slow weekends.
For the version of yourself you are still becoming.
We care deeply about quality, thoughtful design, natural fibres, and creating pieces that feel as good as they look. But more than anything, we care about how a woman feels in them.
Collected. Comfortable. Confident. Like herself.
The woman we are designing for
When we think about the woman OF HERS is for, we do not think about age first. We think about a chapter of life.
She is evolving. She is intentional. She values quality over excess. She wants pieces that feel like an investment, not only because they last, but because they earn their place in her life.
She is dressing for the reality of who she is and all that she holds.
In many ways, she is us.
And in many ways, she is so many women we know.
That is why OF HERS has always felt bigger than clothing alone. It is about building something women can see themselves in. Something rooted in honesty, purpose, and the understanding that style can be both effortless and enduring.
Why we created Tales of Hers
From the beginning, we knew we wanted OF HERS to be more than a brand.
We wanted it to feel like a space for connection. A place for stories. A world shaped not only by what women wear, but by who they are, what they are navigating, and what matters to them.
That is what Tales of Hers is for.
It is where we will share more of the story behind OF HERS, the journey of building it, and eventually the women, ideas, and communities that inspire us, from friends of the brand to founders, local businesses, charities, and women creating meaningful change in their own way.
But it felt right to begin here.
With us.
With this chapter.
With the story of how OF HERS began.
Thank you for being here at the beginning.
Welcome to OF HERS.
Effortless. Enduring. Hers.
