Add your voice Join The Room

Never blend in.

You walk in and the room already knows. Capable, before you say a word. That's the shirt I'm building. In public. And you decide if it gets made.

Before anything is cut

43 women have told me what their shirt gets wrong. Six minutes. Your answer changes the pattern.

Add your voice
Verdict 25 December 72 days to go Run one · 120 shirts
Concept image: a woman in a fuchsia shirt with the collar up and cream trousers, on stone steps
Concept · not made yet
01The enemy

Blending in isn't modest. It's armour.

The pin.A safety pin between the buttons. Fashion tape. Just in case.
The cami.A vest underneath. In July. Because the cloth shows everything.
The jacket.Kept on all day, in a warm room, so nobody sees the shirt give up.
The beige one.Bought because it was "flattering". Never felt like you once.

Flattering is what the industry says when it means unnoticed.

Nobody ever got promoted for being hard to see.

We don't go after the woman in beige. We go after the wardrobe that taught her to buy it.

02Why me

Twenty years in those rooms. Twenty years sitting on this shirt.

VP level. Founder, twice. I know the rooms. I also know the safety pin and the cami in July, because that was me.

Two months ago I told you I was starting a shirt company. Then I disappeared. No drama. I just freaked out. What if I fail at this in front of everyone?

So I launched a consulting firm instead. Safe. Credible. Something I already knew I was good at.

I was hiding. Twenty years of circling collars in a sketchbook and the second it got real, I ran.

So here's what I'm doing about it. Sixty days. One shirt. Designed and sewn by me, badly at first, with all of it on camera. On 25 December I make the call, and you get a vote.

Come with me. Gabi x
Gabi's sketchbook: cut-out shirt references with handwritten notes Gabi's sketchbook: outfit and colour references Gabi's sketchbook: white shirt and tailoring references Gabi's sketchbook: bold colour coat and dress references
03What I'm imagining

You don't need more confidence. Your shirt just hasn't caught up.

Concept: close up of a fuchsia shirt collar worn up
The collar does the talking.
Concept: the back of a fuchsia shirt, fitted through the waist
Fit for a body. Not a chart.
The rest

You'll see it when I've made it.

Fridays. One reveal at a time.

Concepts, not product. First button high enough to cover the bust. A collar that holds, up or down. Colour that stands up and is counted.

04What 43 women told me

23 of them have given up on shirts altogether.

24

get gaps at the bust.

25

hate the ironing.

20

hide a cami underneath.

32

want to wear shirts more.

Add your voice · 6 minutes Every answer changes the shirt.
05The Room

This isn't a waitlist. It's a vote.

Fridays. The letter. What I made, what failed, what's next.
25 December. You vote. Go or no go.
If it's a go. Run one is 120 shirts. The Room gets them first.

One email on Fridays. Leave any time. Privacy.

You're in.

The first Friday letter lands this week. One job first: tell me what your shirt gets wrong.

Shape the shirt · 6 minutes