In 2008, in a small NYC studio, Amanda Uprichard, the brand, came to life. It was started by Amanda Uprichard, a born pioneer and rogue fashion enthusiast who moved through the fashion scene of innovation, fun and freedom. Eventually, Amanda made the decision to nurture her creativity launching a brand that spoke to all of the beauty and adventure that fashion represented to her. She also sought to create styles that allowed women to look amazing and feel sexy and powerful.