As You Are Apparel
Photo Credit: As You Are Apparel
AS YOU ARE APPAREL
Claire founded As You Are Apparel from a struggle to find clothing that resonated with her identity while maintaining a minimalist style. While vibrant rainbows symbolize pride, Claire felt they didn’t always align with her preference for neutrals or offer a sense of safety in every environment. After a TikTok video she posted sparked a massive conversation, resonating with over 5 million viewers, Claire realized there was a gap in the market for subtle yet authentic expressions of queer identity. This realization led to the creation of As You Are, a brand that combines understated design with hidden, playful elements like a fruity phrase tucked inside a cuffed sleeve.
As You Are quickly evolved from a personal project into a community-driven brand. Claire involved her audience, from naming the brand to guiding product designs and colors. Today, As You Are reflects that collaborative spirit, offering carefully curated, discreet designs that allow individuals to express their true selves without compromising their style.