The inspiration for Evelyn Alex came from our own two daughters—active, no-nonsense girls who waste little time in front of the mirror. Their style is relaxed, fresh and completely their own. They want to feel comfortable and confident when they get dressed in the morning, and then get on with their busy lives. As mothers, we found it hard to find clothes that fit that sensibility, especially for tweens. We heard from other moms up against the same challenge. Where could they find easy-to-wear pieces that were both practical and fun? So we set out to create the clothes we were looking for, all the while keeping one idea in mind.

Keep it real and keep it simple.

At Evelyn Alex, we focus on high-quality fabrics and clean silhouettes that suit every body type. You won’t find anything sassy or cutesy—nothing to distract from a girl’s natural beauty. What you will find are well-made, comfortable clothes designed to meet her dynamic lifestyle. We seek input from real tweens, and every garment is manufactured in the USA.

For our Spring 2015 launch we’re offering a collection of wardrobe staples in playful prints, bold colors, as well as versatile neutrals. We are thrilled with the result and hope you will be too. We invite you to explore our website, try our product and take a moment to let us know what you think. Your feedback will be invaluable to us as we build our line. We look forward to connecting with you!

-Suejin Orlins and Leanne Mos