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Denim veterans, Lela Becker and Tim Keading set out to bring a new vision to the denim world. Launching in 2010, this Los Angeles based brand inspired by all things 1970s California and mothers of all types. The good (soft, friendly, and supporting) and edgy (sharp fonts and hard labels) mothers are all represented. True to the brand vision, they strive to keep an indie spirit and are guided by spontaneity. They don’t take themselves too seriously, and neither should you.