🌿 REFF'IT - Origin Story

hey, I'm Charmi, the founder of REFF'IT.

this story? it’s been brewing since the days i turned my mom’s old kurtas into crop tops
(sorry again, mom).

while other kids doodled suns and stick figures,
i was sketching outfits on the backs of math worksheets fully convinced my teacher would call it “creative brilliance.” (she didn’t. lol.)  i'd turn my brother's & dad's oversized shirts & tees into my go-to comfort fits. That creative chaos? It never left.

but life, as it does, took a detour.

for 10 years, i played the corporate game.
a well-paid product strategist, global clients, packed calendars.
and honestly? i was good at it.

but somewhere between the decks and deadlines,
i started feeling like i was just dressing up as someone else.

so when i said i was quitting it all to start a clothing brand,
people looked at me like I'd lost it.

"you’re leaving that job?"
"after everything you’ve built?"
"you sure?"

then someone I admire said:

“even if it doesn’t make sense to anyone else,
it’s okay to chase what makes you happy.”

that hit me like a breath of fresh air.

i didn’t want to build just another fashion label.
i wanted to create pieces that feel like home like quiet confidence, lived-in ease,
and raw self-expression stitched into every seam.

and that’s how REFF'IT was born.

✨ What We Stand For
'REFF = Raw Essence. Fearlessly Lived. Worn Free.'

not a slogan. not a trend.
a mindset.

for the ones who don’t need to shout to be seen.
who pick oversized fits over fast trends.
who dress for themselves not for claps.

REFF'IT is for anyone who’s ever felt
a little too chill,
a little too “not normal.”

you’re our people.

đź’¬ Why We Exist
we’re not just making clothes.
we’re building a tribe.

a community that moves with purpose,
and lives loud even in soft cotton.

so thank you for finding us in the noise,
and for being part of something timeless.

welcome to the REFF'IT crew.
you’re already enough, just as you are.

stay true. stay timeless.
-Team Reff'It

Sustainability

Let’s be honest — we’re not here to be perfect.

We’re here to do better, step by step. In a world that moves fast and forgets fast, we slow down — making thoughtful choices that last. From consciously chosen fabrics to low-waste packaging and fewer, more intentional drops — everything we make is designed to be re-worn, re-loved, and actually kept. No trends. No throwaways.

At REFFIT, sustainability isn’t a buzzword — it’s a responsibility.

We build with product, planet, and people in mind. That means working with partners who share our values, designing with comfort and longevity at the center, and creating pieces that feel just right. We’re still learning, still evolving — but always creating with purpose.

Because real style shouldn’t come at the cost of the planet.

It should feel right — for you, and the world you move in.