Poison Apple - Hoodie

It all began with a spell whispered in Salem.  

Our daughter was just 13 when she stepped into the storied streets of Salem for the first time. The air was thick with history, mystery, and something else—possibility. She wandered through the cobblestone alleys with wide eyes and a quiet certainty: “I want to be a witch.”  

That moment wasn’t just a passing whim. It was a declaration. A claiming of identity. And in that instant, something shifted—not just in her, but in us.  

After the trip, with nothing more then a photo of her, and some photoshop time I designed this simple picture of her, as she saw herself: powerful, magical, unapologetically her. That photo became the seed. From it bloomed a design. And from that design, a brand.  

Our brand isn’t just about products. It’s about transformation. It’s about honoring the magic within every girl who dares to dream, every parent who dares to believe, and every story that begins with a spark.