Startup creates ultra comfy work clothes
Bammies embodies fashion solution for busy women
Who wouldn’t want to go to work in clothing as comfortable as pajamas?
Founded by Rosario Chozas and Julia Ford-Carther, the made-in-South Florida brand Bammies embodies a fashion solution for busy women.
After transitioning from a creative to a corporate environment, Chozas, who has a background in fashion, developed the brand concept, which allowed her to dress appropriately yet comfortably and without sacrificing style that was authentically her. “People would always say, ‘Rosario you look so comfortable,’ and I would say, ‘These are my business jammies,’” Chozas said.
Chozas met Ford-Carther through her former work with technology conference eMerge Americas, developing its track and events for women, called WIT. Ford-Carther at the time was senior editor of Ocean Drive magazine, a Miami fashion and lifestyle publication. They hit it off instantly and decided to partner up on Bammies (business plus jammies). They incorporated Bammies in July 2015 and launched the first collection in January. Over the summer they added, after getting many requests, plus sizes.
Bammies is a core collection of comfortable-chic fashion staples that elevates comfort and minimizes decision fatigue. With two collections released per year, each Bammies season includes classic, creative styles designed for ease of use, quick and stylish dressing, and comfort.
The founders say their mission behind Bammies is twofold: to minimize morning decision fatigue for women who need to quickly and aptly dress for the various appointments they have in a day, and to help women use fashion to feel comfortable in their own skin.
The Bammies line features tank tops, dresses, blazers and pants that are woven from natural fibers and polyester blends, and all of them can be paired and accessorized with items women already have in their closets. The recently launched Bammies Collection 02 adds new fabrics and colors such as navy, burgundy and grays. Items range from $80 to $170.
“It’s the way you’ve always wanted to dress,” said Ford-Carther, who has a background in media and marketing.
The founders also are working on a video series about how to style and accessorize their clothing using color theory.
Rebecca Fishman-Lipsey, founder of Radical Partners and a member of Bammies’ advisory board, was attracted to the passionate, “magnetic” founders and the product itself.
“Their product resonates with so many people. They’ve been extremely lean, they’ve found local ways to grow, and they’ve responded to the voices of their customer base,” Fishman-Lipsey said. “Thousands upon thousands of people are sharing and liking ... and the question now is how to translate the love of the brand into massive sales.
“We’ve learned a lot from seeing how magnetic Julia and Rosario are on camera. People are captivated by them and their story. They’re bringing more of themselves into their brand as a result.”