I’ve embodied the Untrendy lifestyle since I was old enough to stick a finger up my nose during a dance recital while my mother sat shaking her head from the audience. It’s a choice I’ve made before I even had the word “untrendy” in my vocabulary.
When I realized that Fab Feminist was limiting the content I wanted to put out in the world, I started brainstorming a name that would be empowering but not trite. I thought of other brands that I really identified with (shoutout Ban.do and Manrepeller) and realized I wanted to give fewer f*cks.
Fab Feminist couldn’t BE the all-encompassing mecca of intersectional feminism that I wanted it to be. With a full-time day job and a couple side-hustles, I couldn’t put out the content that our brand name lent us to. I couldn’t do it fast enough and I couldn’t do it well enough. When Giuls came on board, we both started organically shifting our focus to mental health: navigating the process of caring for our sad brains and anxious hearts. Amidst that, we’d found our own niche within the broad umbrella of feminism.
After that, changing our brand became the obvious next step. But what to? What was more aligned with our purpose? Big Magic taught us that inspiration will hit you with a Big Idea without warning, and that’s exactly what happened.
“What about ‘Untrendy?’” I asked Giuls one day. We’d been going back and forth about a new name for our brand. I don’t still have the message thread, but I’m pretty sure “Hmmmm…..I like it,” is a reasonably accurate response. Discovering "Untrendy" was like slipping on a pair of cheap, pink sunnies and flipping the hibiscus flowers attached to the frame like windshield wipers, saying, "Ohhhh, yes! This is Untrendy and this is the way I LIKE IT." It felt natural and it felt like us.
We started noticing HOW MUCH OF OUR LIVES was influenced by the secret undercurrent of Untrendy. Like, wearing a midi dress to work without shaving your legs first. Or ordering a glass of Chardonnay. What about Jen Gotch’s dorky-thrift-store-kid-clothes style? Or Racial/Social/Gender Justice Disruptor, Ericka Hart’s photos of her mastectomy scars? Women and people all over the world are living their AUTHENTIC, purpose-filled lives that are decidedly *not* trendy. And that’s the kind of life we want to live, too.
We, the Untrendy, live life on our OWN terms. We set our OWN priorities and live by our OWN moral codes. We don clothes that we feel good in regardless of what the fashion industry tells us is trending. We ignore beauty conventions. We do not dress our bodies to please anyone but ourselves. We speak our beliefs especially when they go against popular opinion. We do not buy into consumerism’s mantra that in order to be happy, you must accomplish X and buy X and do X. We don’t wear Gucci leather belts or ‘smile!’ when men tell us to. We KNOW that to be human is to be sad sometimes or a lot of the time and we don’t hide it. We are UNTRENDY.
We are here to shake up personal development with honesty and humor, offering people the tools they need to live their most fulfilling lives on their own terms.