Yeah mama, you’re rocking it.

Yeah Mama: the birth of a brand

It all began in Hawaii a few years ago.  I was with both kids at the beach (this beach up there in the picture) in high noon sun, carrying a million things barefoot across the scorching hot sand to the car, baby and toddler in tow both melting down.  Right at that moment three young women walked by in sexy swim suits with no kids.  I thought to myself, "Oh god, they have no idea. And look how glamorous and hip they look while I'm flailing..." and as I'm thinking this they look at me, give me a huge smile and say, "Yeah Mama! You're rocking it!" I was stunned. It was the sweetest thing.  Here I was, assuming that they wouldn't get it, or would laugh at me like Mean Girls and instead they did the opposite.  They saw me in all that I was holding (literally) and celebrated me.  They raised me up. 

This moment has inspired me to create a brand called Yeah Mama that aims to inspire moms to celebrate each other, and really for everyone to celebrate mamas for the incredible life giving wonders that we are, and the messy, big hearted, thankless work that is our every day reality.   It is an invitation to a way entirely contrary to how society has pitted women against each other forever.  My hope is that this apparel inspires us to see each other and say, “Yeah Mama! You’re doing it! We’re doing it! Good job!” or in a hard moment: “Yeah mama, I see you. You’ve got this. I’m here with you.” 

Being a mom is like being in a special club. The things that we deal with on a regular ordinary day is hero level shit.  But most of it is invisible and behind the scenes. My hope with this brand is that it makes the secret club not so secret anymore and in doing so, ushers in some support, camaraderie (momraderie, ha), and even celebration between moms and women.  Because truth be told, we all need that more than we might be willing to say.