It all started on a mountain bike trail in Crested Butte. Our founder was deep into a grueling ride with her family when she made a choice: to listen to her body, take the paved road back, and call it a day. As she pedaled alone toward the truck, a familiar inner voice tried to creep in—telling her she hadn’t done enough, hadn’t pushed hard enough.
But Marisa pushed back.
With every turn of the pedals, she began saying out loud, over and over again:
“I approve of me.”
That quiet ride became a turning point. What began as a decision to honor her limits turned into a powerful metaphor for life—as a woman, a mother, and a business owner. Marisa realized she didn’t need to prove anything to anyone else. She had done enough. She was enough. And she didn’t need anyone else’s approval to own that.
“I Approve of Me” was born from that moment.
This isn’t just an apparel line—it’s a mindset. Every piece we create is a reminder that your worth isn’t up for debate. You don’t need to finish the whole trail, do it all, or be everything to everyone. You just need to be you—and approve of that fully.