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A letter to our customers....

March 23, 2022

A letter to our customers....

Hello friends,
Here we are nearly 6 years later.  I've been meaning to write sooner, yet I have tried to put the words that have been stuck in my throat for some months into form on this letter, until now, as I wavered between this incredibly hard decision.  As of April 30th, I will be closing CLOTH's online shop for the foreseeable future. 
 
When I started this business 6 years ago, I put my love of children's design and clothing with a leap of faith and passion into the world.  My little girl in the photo above, Vivienne Grace (then age 3), was the inspiration for every detail that has gone into this shop.  She continues to be a muse at age 9 in her evolving art and fashion.  I always considered CLOTH to be my third child, I needed it at this pivotal time of our lives, just as much as you believed in the esthetic that I wanted to share with other parents that shared a similar passion for beautiful clothing and design.  The truth behind this LOVE in 2016, was that I had recently lost a child, I was separated from my now ex-husband and was trying to navigate back into the workforce, knowing I needed to support my two children and myself as a soon-to-be single mother.  I had been a stay-at-home mother for 10 years with a degree in fashion and marketing, what's next right?   I didn't know that CLOTH, this dream a little dream of mine would be embraced, so lovingly, by each and every one of you;     unforgettable, incredible friendships made with customers, designers, photographers, artists, activists, likeminded individuals all weaved together by threads in a virtual world.  
 
I have spent over the last years building a website of brands for customers like you and I am incredibly proud of what has accomplished at CLOTH.  While most people thought I had a team of employees backing this shop, the truth is that every detail from the buying, web management, intricate packaging, sales, social media posts, BTS DM's and customer service all came from the hands of one person - myself.    
 
What I learned while working with passionate designers and makes was that you are the backbone of what makes a beautiful shop sustain and grow.  I learned so much about the values of sustainably-made clothing, the truth behind the scenes of how production works, the challenges and visions behind those steps from pencil, to form to fruition and formed a deep commitment to selling and buying clothing made by the hands of people living on fair means and made with love; fast fashion was forever exposed in my mind.  
 
CLOTH enjoyed seasons of much success and prosperity, but with a changing global landscape, competition online, the struggles of Covid over the last two years, and unbearable financial losses this past year made it unsustainable for me to continue to live on this for my family.  I feel I musty speak the truth behind running a small business-  it's a work of art, sweat and tears of both joys and pain (depending on the month or day even!).  I have learned so much in the ebbs and flows of everything on this incredible journey.  Thank you. I could say that 100 times over and it wouldn't carry the weight of the words of TRUTH.  I wouldn't have made it through the last few years without the income from this shop in the midst an incredibly challenging time of my life. I am forever grateful. 

I will to continue to write in Cloth Journal with a monthly newsletter for the next year- let's see what unfolds.  My ultimate goal would be to reinvent the shop to encompass the simplicity of home, linens and cloth, decor, while carrying a few of the most coveted brands I hold dearest to my sleeve.  
My goal this year is to partner with real people/organizations to create content and share stories with a similar commitment to uplifting each other in an unstable world, embrace our own communities and peace in our own homes.  
How can we help one another?   I  hope you continue on with me to the next stage stage of this learning journey, as I reimagine a new website that is catered to shedding light with and for parents, mothers and families on topics of mental health challenges, abuse, pregnancy, loss, divorce, health, you name it here (please, lets work together).  Let's go deeper into the beauty of powerful imagery, meditation, awakening, gardening, the power of you being YOU and perhaps more importantly, as caregivers, how we can we care for ourselves before we hand the oxygen over?   
 
I have so much to say, but within this brief, bleeding-heart letter, I will share more and more with you, I can promise that.  I continue to be grateful for all that you have given to my family over the years, please stay in touch @cloth.  Please be sure to shop our extra 50% off sale in our last week.  This promo (automatically applied to every purchase at checkout) will run until April 30th and will exclude our two final SS22 launches to come (see below fr more info on that!) 
 
With deep gratitude,
 
Justine Hoagland 
Founder + CEO 
 
I don't believe in failure. It is not failure if you enjoyed the process - Oprah Winfrey