How Apothea Started
Our founder, Jeanne Birnbaum, worked in the corporate fashion industry for years. To look up-to-date, she bought A LOT of new clothes each season. And, every year, she gave away, ‘recycled,’ and even threw away tons of barely worn clothes. She realized that she was consuming way more than she could possibly wear. Plus, our founder became a mom—she realized that she didn’t need constant newness, instead she needed clothing that worked for a variety of purposes. Her goal wasn’t to never shop again, but to create a more intentional closet full of clothes she loved.
Like many of us, Jeanne craved a timeless, high-quality wardrobe that was functional and easy, yet sophisticated. Sustainable brands seemed like a good place to start since they innately focus on high caliber fabrics, cleaner manufacturing, excellent craftsmanship, and slower timelines. But, curiosity quickly turned to frustration when there wasn’t one place to shop for curated, responsible clothing. Thus, Apothea came to be. We hope you enjoy discovering new brands and learning styling tips as much as we do!