A Letter from Our Founder

A personal note from Bogdan, founder of oolala

Many of you have been with oolala for a long time.

Some of you found us back in 2017. Some of you have ordered from us again and again over the years. Some of you have bought pair after pair and stayed with us through more seasons than I can count.

I do not take that lightly.

Why I’m sharing this now

I wanted you to hear this from me directly before more changes start showing up across the site.

The market has changed. What it takes to compete has changed. What women expect from product, quality, styling, and the overall experience has changed too.

For a long time, we worked hard to keep bringing you the comfort you loved at prices you were used to. We stayed focused on the pieces and fabric so many of you trusted. We tried to hold that line for as long as we could.

But the truth is, we cannot keep everything exactly where it has been and still build this brand the right way.

That has been a hard truth for me to face, because I wanted to keep protecting what so many of you already loved while still finding a way to grow from there.

I know that may be hard to hear, especially if you have been with us for years and have come to trust the way oolala has always done things.

Comfort is still at the heart of what we make. So is wearability, and so is the idea that you should be able to put something on, feel good in it, and actually live your life in it. But today, that alone is no longer enough to move the brand forward the way it needs to.

To keep serving you well, and to build a healthier, stronger version of oolala, we have to make room for better products, offer more, and build a business that can actually last.

This is not about walking away from what made people love oolala. It is about building a stronger and more complete version of it.

It is also about finally being able to build out more of what I have always believed oolala could be.

What’s changing

So over time, you are going to start seeing some changes.

Some of those changes will be meaningful, especially in pricing, product mix, and how the brand begins to show up.

Not everything at once. Not overnight. And not all in the same way.

Some styles will be the first to reflect these changes. The first ones you are most likely to see this on are pocket styles, yoga-band styles, and some current print styles.

At the same time, some longtime favorites will still be here for now. That includes some regular-band styles, some familiar print styles, and some of the products you may already know and come back for.

You will also start seeing newer premium styles and newer print releases come in at new price points, while some familiar prints and select new print releases will still be available at current prices for some time.

I also want to be honest that the styles staying where they are for now will not stay that way forever. Over time, more of the brand will begin to change too.

Capri with Pockets is one of those styles. It is still at its current price right now, but that will be changing soon.

There is one more thing I want to say because I know many of you have already noticed it.

About sizing

Many of you have relied on our original sizes, OS, TC, and XTC, for years. I know those sizes matter, and I know some of you have already felt those changes. That is not a small thing if those were the sizes that made oolala work so well for you in the first place.

We have not forgotten that.

Newer products are moving into updated size charts, and that will be true for many of the new styles you see first. Those original sizes were something we worked hard to protect too, and I know that change will matter to you.

But I do want those sizes (OS, TC, XTC) to remain part of this brand going forward, even if they will not be possible in every product. I do not know yet exactly when or on which styles, but when we are able to do it well, I do plan to bring them back.

I also wanted to say this now because I would rather tell you early and honestly than let these changes quietly appear and leave you wondering what happened.

If you have been with us a long time, I did not want this to be something you found out after the fact.

If there’s something you’ve been meaning to get

So if there is something you have been meaning to get, one you already love, or something you have been planning to come back for, now is a good time to do it before more of these changes start showing up.

If you have been waiting on a favorite, waiting to restock, or waiting to finally grab a style you have had your eye on, I would not wait too long.

Whatever this next chapter looks like, I want you to know how grateful I am that you have been part of this one.

Thank you for being with us.
Thank you for staying with us.
Thank you for helping build this brand.
I mean that.

With gratitude,
Bogdan