A New (and Better) Way to Do Preorders

We’re excited to share that we’re refreshing our preorder process—and this time, we’re doing it with more transparency, more collaboration, and more connection with you.

Preorders have always been about creating something special together, and we want to bring that feeling back. Going forward, we’re opening the curtain and letting you in on the full journey—not just the final product.

What You Can Expect Going Forward

We know preorders haven’t always felt smooth lately, and we truly appreciate your patience. This new approach is all about setting clearer expectations, reducing frustration, and bringing back the fun and excitement of watching a collection come to life.

Here’s what’s changing:

Monthly Updates (No Guessing Required)

We’ll be sharing monthly preorder and production blog updates so you can see exactly where each collection is in the process. You’ll always know what stage things are in and what’s coming next.

A Real Look Behind the Scenes

We’re leaning into radical transparency and showing you what actually happens during production—things like:

• Strike-off reviews
• Proto and fit updates
• New style development or style updates needed
• Factory and production check-ins

You’ll get a genuine behind-the-scenes look at how pieces evolve before they’re finalized.

You’ll See Samples First

When samples arrive, you’ll be the first to see them—and you’ll have a chance to share feedback before we move into final production. We want this to feel like a collaboration, not a surprise at the end.

Longer Lead Times (for a Better Experience)

We’re building in longer lead times so we can plan better, communicate better, and deliver better. This also means preorders will launch with plenty of time ahead, whether it’s something special we want to do for holiday, an amazing customer favorite collection or a new category.

More Thoughtful Collections

Expect more cohesive, well-merchandised collections with:

• A clearer balance of requested favorites and new fresh additions
• Focused fabric stories (like all bamboo, all organic, or all modal)
• More internal checks to make sure details such as trim application, fit, and finishes are just right

Voting, VIP Perks & Community Fun

We’re also rolling out a more structured voting process to help narrow down final assortments, plus ongoing blog updates and VIP involvement along the way.

And yes—there will be fun mixed in too:

• On-brand UGC features
• Possible giveaways or contests
• Deeper dives into fabrics, prints, and what inspired each collection

The Big Picture

This update is about making preorders feel exciting again—clearer, more collaborative, and more rewarding. We want you to feel confident every step of the way and excited to watch your favorite pieces come to life.

Kicking Off 2026: California Is Back 🌞

To kick off 2026, we’re starting with something you asked for loud and clear: California is back.

We heard the overwhelming requests from our VIP community and didn’t argue—this collection speaks for itself. From iconic California poppies to beloved classics and highly requested solids, we’re really excited about how this one has come together. And in the spirit of transparency, here’s a look at how the process has gone so far.

Fabrics (VIP Led This One)

You told us Interlock over Jersey, and we listened. Our final fabric lineup includes:

• Organic Cotton Interlock (main fabric)
• Gauze
• Wide Rib
• A sprinkle of Tulle

Prints & Color Stories

There’s a lot here, so we’ll be sharing visuals, strike-offs, and updates as they arrive—but here’s a high-level look at what’s in the works:

• Fennel Lily – on oatmeal gauze
• Fennel Deco Arches – on oatmeal interlock 
• Neutral Sun –on oatmeal interlock 
• Bears – Chocolate chunk bears on oatmeal interlock
• Neutral Desert Landscape – Updated to chocolate chunk on pheasant interlock to match back to the chocolate chunk wide rib solid
• Longboard – Same as past, fennel and citadel on oatmeal interlock
• Blue Beach Van – Citadel and surf spray on oatmeal interlock
• Blue Whale – Slight recolor with surf spray whales on citadel interlock
• Blue Ocean – A VIP-requested return, matches citadel and mango on oatmeal interlock
• Blue Alphabet – Same as past, now on interlock
• Aqua Poppies – Smaller scale on interlock; we’re referencing an OG sample to match as closely as possible
• Aqua Ocean Sun – Same as past, on gauze
• Mango Wheatgrass – Updated version on mauve chalk interlock (strike-offs coming for scale)
• Mango Palm – Inspired by Sunset Palm with a pop of mango, on interlock
• Mango Sun – Same as past, on gauze
• California Poppies – Large scale, one-off on coconut interlock (no mango); we’re matching back to mistletoe and referencing OG samples to get it just right
• Clementine – Slightly updated with mango and mistletoe on coconut interlock
• Green Palm – Same colors as past, on interlock
• Cali Frogs – Recolored to match this collection, on interlock
• Purple Quail – on coconut interlock
• Purple Poppies – Large scale on gauze, also being matched back to a real product sample

We’ll be sharing this entire matching and review process here on the blog as it unfolds.

Styles & Assortment Building

We shared swatches in VIP and gathered feedback on favorites. From there:

• Top 10 styles per print/color were selected
• Merch packs were built and reviewed
• Some styles were added, some were cut
• Trims, colors, and details were refined
• Final assortments were locked so pages could be built

There was a lot of back-and-forth (and learning!) as a team, especially with so many moving parts. Even late last night, we were still tracking down the perfect sketch for a VIP-favorite dress—and thanks to our factory partner in India, it’s now ready to go live in the New Year.

Sizing Updates

We did our best to incorporate your feedback here:

• Expanded sizing in select bigger kid styles
• Expanded sizing in undies and boxers
• Revisited tween top lengths
• Continued adjustments based on what works best for each silhouette (for example, skipping maxi skirts for crawling babies because… that’s just not fun for anyone)

Newness Highlights

A few things we’re especially excited about:

• Updated sun embroidery to tie the collection together
• Color tweaks in select prints
• More separates (based on requests for mix-and-match)
• A brand-new Somersault Skirt, inspired by the ballerina tutu short—now with wide-leg bike shorts and a woven skirt overlay
• NEW shortie tie back jumpsuit

This California launch is exactly what we mean when we talk about a more transparent, community-driven preorder process. You asked, you voted, you gave feedback—and we built it together. We can’t wait to keep sharing each step with you as this collection moves forward.