Welcome to Ideology Clothing®, your number one source for men’s and women’s fashion clothing. We’re dedicated to giving you the very best of contemporary casual wear, with an emphasis on quality, affordability, and style.
Founded in 2019 by John Smith, Ideology Clothing arose from a desire to challenge the status quo of fast fashion and offer reasonably priced clothing that doesn’t sacrifice creativity or sustainability. John built our company on the principles of integrity, innovation, and inclusivity.
Our Story
As an avid thrift store shopper, John was dismayed by the growing amount of low quality garments flooding secondhand stores. Major fast fashion brands were churning out overly trendy clothes made cheaply overseas, that fell apart after a few wears.
John dreamed of an alternative – timeless, well-made basics and updated classics, offered at honest prices. He wanted to prove that ethical, eco-conscious apparel could be accessible to everyone.
And so, armed with a small loan and unwavering determination, John leased a compact storefront and began buying smartly-designed clothing from vendors committed to fair wages and sustainable practices.
In those early days, John single-handedly ran every aspect of the fledgling business. From interior design and marketing, to buying merchandise and running the register, John’s vision and hard work built Ideology Clothing piece by piece.
Word spread quickly about this unconventional shop selling one-of-a-kind dresses and soft cardigans at unbeatable prices. Customers loved the relaxed, welcoming environment and John’s thoughtful styling advice.
Within a year, Ideology Clothing had outgrown the original store and expanded to a larger location. As sales increased, so did John’s supplier network – he found and partnered with smaller independent designers who shared his values.
Growing Pains
Rapid growth presented challenges as well as opportunities. Inventory was skyrocketing and John struggled to keep up. He was joined by a few employees which helped ease the burden, but there was still too much for one person to manage.
In 2021, Ideology suffered a significant financial loss from overseas production mistakes. John had reservations about outsourcing labor, but tighter margins left few options. He realized the brand couldn’t scale successfully without more capital and expertise.
Jane Lee, a business-savvy friend of John’s, had been following Ideology’s rise closely. She reached out to John and proposed a partnership – she would inject much-needed funds and help build a sustainable infrastructure.
Jane’s input was invaluable; she upgraded technology systems, secured favorable supplier terms, and implemented forecasting models to predict inventory needs. Costs stabilized and Ideology saw a return to profitability by late 2022.
Our Next Chapter
Today, Ideology Clothing operates 3 store locations, and is preparing to launch ecommerce capabilities in 2023. Under Jane’s guidance as CEO, the team has grown to 35 employees. But the core tenets remain unchanged – we create relaxed, refined clothing for men and women who value quality and comfort.
We partner with makers who utilize eco-friendly textiles and ethical workshops. Our designers balance innovation and versatility – styles that are unique but also extremely wearable.
Ideology celebrates understated confidence. We help customers put together outfits that are cool and casual, but pulled-together. Our clothes move seamlessly from work to weekend, can be dressed up or down. We love organic materials, clean lines, and a minimalist aesthetic.
Sustainability is central to our brand. We work tirelessly to reduce textile waste, water usage, and carbon emissions. Our clothing is crafted to last for years, not just seasons.
As a Certified B Corporation, we meet rigorous standards of social and environmental performance. Everything from our supply chain, to our office operations, to our marketing is evaluated holistically.
Though we’ve grown considerably since those early thrift store days, our personal touch remains. At our boutiques, customers are treated to refreshments, styling assistance, and sincere customer service. You’ll find an unpretentious atmosphere where all are welcome.
We pour all our values into the clothes we make and sell. It’s our passion for people and the planet that drives us. With your support, we’ll continue pursuing positive change through conscientious business.
We’d love for you to join the Ideology community! Shop with us online or visit a store to experience our collection firsthand. Discover the difference when clothing is crafted thoughtfully.
Our Values
Quality
We meticulously select fabrics that are not only beautiful, but also durable and sustainable. Our clothing is designed and produced to stand the test of time.
Integrity
Every decision and partnership is guided by our ethics and desire to uplift our community. We actively seek ways to improve our sustainability and social impact.
Accessibility
The latest fashion should not be limited to the wealthy few. We price thoughtfully and offer consistent sales so you can always afford to look and feel your best.
Individuality
True personal style comes from within. Our pieces allow you to feel comfortable, confident, and uniquely yourself. We celebrate self-expression.
Meet Our Founders
John Smith, Founder
John’s lifelong love of fashion started in childhood watching his mother sew dresses for the neighborhood ladies. He delighted in fabrics and textures, and had an intuitive knack for combining patterns and hues.
John studied fashion merchandising in college, but ultimately found the curriculum too focused on trends. He knew early on he wanted to take a slower, more thoughtful approach to apparel.
During a gap year abroad, John was inspired by the minimalist sensibility of Scandinavian and Japanese style. The restrained palette and clean lines represented a departure from loud branding and frivolous details.
Before starting Ideology Clothing, John honed his skills as a buyer at a popular vintage shop. He gained valuable experience in sourcing special pieces, spotting quality construction, and curating a cohesive collection.
In his free time, John continues to be an avid thrifter. He loves the thrill of the hunt for hidden gems. Though John now delegates much of the buying duties at Ideology, he still hand-selects his favorite one-of-a-kind vintage finds.
Jane Lee, CEO
Jane always had an entrepreneurial spirit and started her first business selling handmade bracelets at age 10. She earned a business degree from UC Berkeley and held management roles at various startups.
She first connected with John at a networking event in 2018. Jane was immediately captivated by John’s vision for responsible, radically transparent fashion. His business model represented the future she wanted to see.
When Ideology hit financial troubles, Jane knew she could help steer the ship towards stability using her analytical expertise. She invested capital to shore up cash flow issues and optimize inefficiencies.
As CEO, Jane oversees company strategy, finance, HR, and legal compliance. She balances her diligent nature with the creative heart that’s central to Ideology. Jane works closely with John to nurture the brand’s core values as they continue expanding.
In 2020, Jane led Ideology through the rigorous B Corp certification process. She views B Corp status as the gold standard for purpose-driven businesses like Ideology that put people, community, and our planet first.
Outside of work, Jane loves scuba diving and gardening. She has an amazing terraced succulent garden that visitors frequently mistake for a professional botanical garden!
The Ideology Experience
Our Stores
Each Ideology Clothing boutique is thoughtfully designed to be an oasis from busy city streets. Our stores marry an urban chic aesthetic with plenty of green accents to create a peaceful vibe.
Expect to see lots of natural light, reclaimed wood furnishings, and even living walls covered in greenery. Light jazz or acoustic music plays softly in the background.
We want our stores to feel like an extension of your own stylish, eco-conscious home. A place where you can leisurely browse and try on pieces without pressure.
Our knowledgeable staff is ready to provide styling assistance, suggest pieces to complete an outfit, or just be a soundboard. We want you to feel comfortable and confident in everything you purchase.
Each fitting room is stocked with versatile staple items like camisoles, date night heels, or men’s button-down shirts. Feel free to grab anything you’d like to try with your potential purchases.
Before checking out, unwind with a complimentary beverage or hot tea in our lounge area. We’ll neatly wrap your treasures in our signature botanical print packaging.
Personal Styling
Can’t make it to one of our boutiques? Book a virtual personal styling session and experience the Ideology difference from the comfort of your home.
A seasoned stylist will chat to understand your aesthetic, preferred silhouettes, lifestyle needs, and sizing. Then they’ll curate pieces from our latest collection suited just for you.
The pieces will ship to your door along with a Look Book showing recommended outfits. Keep what you love, and return the rest. You’ll get complimentary shipping both ways!
Sessions are $50, redeemable towards any pieces you purchase. Virtual styling is the perfect way to try us risk-free and get inspired to shake up your wardrobe!
Ethical Sourcing
Every single Ideology piece has been vetted through our sustainable supply chain. We go beyond industry standards to ensure the clothes you love are also good for the planet.
Our fabrics contain recycled materials like plastic bottles and fishing nets whenever possible. We use non-toxic dyes and work closely with mills to reduce water waste.
Garments are produced in small batches through fair wage workshops, not massive overseas factories. This allows for quality control and worker dignity. We inspect all facilities frequently.
We never use endangered or illegally sourced materials. And we proudly reject animal products like fur, angora, shearling, and exotic leather.
Ideology strongly believes fashion should uplift communities, not come at their expense. We’re committed to amplifying ethical brands and raising the bar industry-wide.
Giving Back
Carbon Offsets
Climate change is the pressing issue of our time. Though our business footprint is small, we take responsibility through purchasing carbon offsets each quarter. This funds solar, wind, and other renewables to replace fossil fuel emissions.
Charitable Partners
We’re honored to partner with outstanding organizations making real change locally and globally. A portion of proceeds is donated each month to:
- GirlForward – Supports girls’ education, empowerment, and leadership skills.
- Carbon180 – Advances carbon removal technology and policy.
- Slow Factory Foundation – Incubates fashion sustainability solutions and promotes education.
Ideology Foundation
In 2025 we plan to launch the Ideology Foundation, a nonprofit dedicated to funding grassroots eco-fashion initiatives worldwide. The foundation will provide grants and mentorship to designers, brands, and nonprofits pursuing waste reduction, fair wages, conservation, and innovation.
Though there is still extensive work to be done, initiatives like these keep us optimistic. The fashion industry is transforming step by step thanks to advocates like you. Together, we can build an ethical and abundant future.
Join Us!
We’re so glad you’ve taken the time to learn more about our beginnings and what drives us. We hope you’re equally excited to see what’s ahead!
Shop our collection and follow along on social media to stay connected to our latest news. We can’t wait to welcome you into the Ideology community!
