Soft Focus is a curated brand that offers a line of stylish loungewear, designed with contemporary silhouettes and crafted from high-quality, natural fabrics. Founded by Sammi Smith, a Toronto-based designer with over 10 years of experience in the fashion industry, Soft Focus sets itself apart by creating comfortable pieces that are also fashionable. The brand believes in the beauty of wearing your PJs all day long and aims to make you look good while doing so.

With a softer side of style, Soft Focus offers ready-to-wear loungewear that can be worn beyond the bedroom. Emphasizing sustainability, the brand designs pieces made to last, from sustainably sourced and upcycled materials. They work with eco and natural fabrics such as Tencel, cupro, cotton, and linen, and produce their line in limited runs with a small factory in China.

In addition, they curate vintage pieces and create a Re/Made collection from found and vintage items. With a focus on reducing waste and plastic, Soft Focus is committed to building a more sustainable future