Introducing Something for Mabel: A New Chapter from the Founder of Cloth
After nearly 16 years of curating premium women’s clothing and accessories, founder Kate is opening an exciting new chapter for the Cloth community.
As Cloth approaches its 16th birthday, it’s a moment to reflect on the journey that has shaped the brand into the premium fashion destination it is today and to share what comes next.
A Letter from the Founder
Sitting here reflecting on the year that’s been, I’m feeling incredibly proud and grateful.
As Cloth approaches its 16th birthday next year, I can’t help but look back on the journey we’ve taken together. To every customer and friend who has supported Cloth over the years thank you. You are the heart of this business and the reason we continue to evolve with intention and care.
From day one, Cloth has been built on a simple promise: to offer elevated, premium pieces that feel as good as they look, stand the test of time, and become true staples in your wardrobe.
We’ve always believed in thoughtful styling, personal service, and the kind of quality that lasts season after season. Over the years our community has grown. We’ve watched your style evolve, your lives shift, and new customers join who are discovering their personal style in exciting ways. And it was within this growth that a new idea began to take shape.
The Inspiration Behind Something New
In recent years we’ve seen the rise of emerging fashion labels creating modern, interesting pieces that remain beautifully made but sit at a more accessible price point.
Many of you have asked for pieces like this stylish, effortless, and contemporary without sacrificing the quality you’ve come to expect from us.
It sparked a question: Why can’t we offer this too, while still honouring everything Cloth stands for?
The answer became something new. A fresh perspective. A new destination.
Introducing Something for Mabel
Cool. Modern. Mabel.
Something for Mabel is a new label and online store created for the woman who wants effortless, modern style at a more accessible price point. Each piece is designed and fabrics selected with the same thoughtful curation Cloth is known for. The result is a collection that feels fresh, cool and wearable for real life from weekday essentials to weekend hosting and everyday style moments.
Think:
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Modern wardrobe staples
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Elevated everyday pieces
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Effortless outfits that work harder in your wardrobe
All curated to reflect a lifestyle that is cool, modern and completely your own.
Why the Name “Something for Mabel”?
If you’ve been part of the Cloth community for a while, you may already know Mabel.
She’s my constant companion, my sidekick, shadow and four-legged muse.
Mabel has been there through the highs and lows of business ownership, the long days and late nights, and every exciting milestone along the way.
She’s effortlessly cool without trying. Modern yet timeless. And always just a little playful.
Everything I wanted this new brand to embody.
(And if you know Mabel, you’ll know she spends most of her time living the dream, lounging, cruising through life, and doing absolutely anything she wants. She’s our true cool-girl inspiration.)
What This Means for Cloth
Cloth remains exactly what it has always been.
A premium destination for elevated, timeless fashion, designer labels, and personal styling.
Nothing about that changes.
Instead, Something for Mabel allows us to expand our offering bringing our community a new, modern space that is more price-conscious while still aligned with our commitment to quality and thoughtful curation.
Both brands share the same heart and vision but each has its own personality.
Cloth is refined, elevated and timeless. Something for Mabel is cool, modern and playful.
Together, they reflect the many ways women dress and live today.
A New Chapter for the Cloth Community
Thank you for continuing to support a small business built on passion, intention and a love of timeless style. This next chapter honours everything we’ve built over the past 16 years while opening the door to something fresh and exciting for our community.
I can’t wait for you to experience Something for Mabel.
And there’s something even more exciting just around the corner… stay tuned.
With love,
Kate x
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