AXL Brand September 26, 2014


We are highly selective in the brands we carry and take pride in every vendor we bring on. We believe in the people behind the brand, the stories that have inspired their designs.  We believe in understanding their philosophies, how and why they got started.  We feel that these companies are so much more than a label and we're excited for you to get to know them.

We were instantly drawn to AXL Brand upon seeing their line for the first time.  They are simple, clean and modern.  They are 100% organic and we love how soft and durable the fabric is. Washing well is important to us (and to you) so we have tested it out and no pilling!  The weight of the material is perfect, thick enough to be cozy and thin enough to breathe.  Give it a try and we just know you'll be back for more of this comfy staple!

Ryan Lafrenz, owner and founder of AXL has taken some time to answer a few of our favorite vendor questions...

Kids: Our boy, Anderson, just turned 3 and our daughter, Gemma, is almost 2.

Everyday begins with: Eating meals together has always been extremely important for us, so the first thing I do is make breakfast for the kids and get coffee / tea ready for my wife and me. Catching up on the local news and work emails happens almost immediately too…

Every night ends with:  After the bath / bedtime ritual, it’s time to catch up on work. We try to relax when we can, but starting our own company has kept us busy. Quiet time at night is when I’m able to focus best.

What can you tell our customers about AXL Brand?

At AXL Brand, we believe less is more. Our goods combine superior quality and understated elegance with a modern aesthetic. We hand select only the finest, most environmentally sensitive materials (like 100% organic cottons), add distinctive fittings, then shape them into the loungewear we would want for ourselves. The entire AXL line is handcrafted with obsession, pride and love in San Francisco.

How did you decide to start AXL?

Our first baby inspired us to start AXL Brand, as we were not finding the simple, clean and modern basics that we preferred — so, we decided to make our own. This also provided us with an opportunity to incorporate how we felt about materials (incredibly soft organic ring-spun interlock cottons) and fit / function (roomy feet on footies, v-necks and flatlock stitching). Our second baby motivated us to incorporate our later, more traditionally feminine colors. Now toddlers, both children inspire me to grow AXL Brand into a long-lasting, sustainable brand known for providing exceptionally well-made modern organic infant apparel and accessories.

What piece are you most excited about for fall?

I love the simplicity of our standard Footies and Jumpers, but I am really excited about our colorblock Henley Jumpers. As a guy, I’ve always loved Henley shirts and knew that parents would appreciate having fewer snaps over the belly. Win, win! The colorblocked shoulders adds some fun, while maintaining our simple and modern aesthetic.