letter from Phoebe
Dearest okko community,
After 6 amazingly unforgettable years, I have made the bittersweet and difficult decision to close down okko.
From now through January 31 when our website will be taken down, enjoy up to 80% off sitewide (shop here), while supplies last. This final month will be your last chance to stock up on the bodywear favorites you’ve come to love over the years. Note that all sales are final. More info is in our FAQs here.
I could write a novel describing all the factors and circumstances that weighed on this decision, which has been the hardest I’ve ever had to make. But, as painful as it feels right now, winding down okko is the right choice for the company—and for me personally.
I am sending the love to all the people I have come to know through this journey. It has been an absolute privilege to create for you, with you, and beside you. Thank you for being our biggest supporters and loudest cheerleaders. Every okko customer, creative partner, employee, vendor, and advisor helped transform my dream into a reality. For that, my gratitude is endless. I will never forget you.
Although I am still uncovering the many lessons from my time building okko, here are some parting words:
- It is important to shop small. In an industry dominated by a few big players (like that company with a “secret” or the brand run by a certain mega-celebrity), the small or indie brands often face headwinds so strong that competing becomes a daily struggle at best or impossible at worst. Innovation—in the form of better products for you and our planet—suffers as a result. But, we, as consumers, hold the power. So the next time you shop, I hope you consider the brands that might not run the most ads, but design with the most intention.
- Never forget what okko stands for: “Our Kind of KnockOut.” Although our name will be said less going forward, its meaning will remain. Always move through this world like the knockout you are, absolutely on your own terms.
- Finally, for all my aspiring entrepreneurs and go-getters, I leave you with a quote from Dr. Seuss: “You're off to great places! Today is your day! Your mountain is waiting. So…get on your way!” Don’t ever give up on your dreams. I sure haven’t.
This is not the end, but the start of a new beginning. I'd love to keep in touch as this next chapter unfolds.
Your underwear minimalist,
Phoebe, Founder + CEO