APRIL 2025
/ Exclusive Insight: Designer's Letter to Her Younger Self /
Dear Younger Me,
It’s 2009. You’re standing in a tiny windowless storeroom with just one big drafting table, two machines, and bales of fabric stacked underneath the giant table like dreams waiting to unfold. You have no idea what’s ahead—but you go for it anyway. That recklessness and wild hope? Hold on to it.
There will be moments you’ll doubt if it’s enough. There will be times when the noise gets loud but remember this: your quiet strength will be in staying true to your voice, your story, and the women you design for. Design with meaning. Let your work be your heart in motion.
You’ll learn that growth doesn’t always look like expansion. Sometimes, it looks like stepping back. Like choosing rest. Choosing purpose over pace. With every closed door, you'll get greeted with open ones. You’ll take a step of faith with renewed clarity. And every turn, every hard decision, will be worth it.
You’ll meet women who will wear your clothes and tell you how it made them feel seen, strong, beautiful. You’ll work with a team who puts not just hard work, but heart work into everything you do. You’ll design prints that tell stories, and silhouettes that carry memories.
Sixteen years later, you’ll still be filled with wonder.
Keep choosing courage. Keep choosing grace.
Love,
Afton
/ Designer's Letter /
Dear Reckless Ericka Community,
On 1st April, Reckless Ericka turns sixteen. It feels both tender and wild—like looking back at a garden you planted with hope, unsure if anything would grow, only to find it blooming with colour, resilience, and quiet grace. Every seam stitched, every collection released, every kind word from you, our precious community, has brought us here. My heart is so full, thank you for journeying with me and my team.
This April, as we celebrate this milestone, our theme is "Grounded in Grace." It’s a call to live with intention and to wear with thoughtfulness. To slow down, to choose consciously, and to honour the beauty in sustainability and care. Grace reminds us that fashion can be gentle. It can hold space for both artistry and responsibility.
Here's to cultivating not just clothes, but a way of life—one where every piece you wear reflects your values, your strength, your softness. Sixteen years in, we are still learning, still growing, and still deeply thankful.
Love,
Afton
————
What I'm watching: Vertigo, 1958, by Alfred Hitchcock.
What I’m reading: Strange Pictures, by Uketsu
What I’m looking at: Small’s Paradise, 1964, by Helen Frankenthaler
What I’m listening: Dreamer, by Laufey
Current favourite look: Double Knot Fit & Flare Midi Dress (Elysian)
