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About Us

Soft is the first brand to address the sensory clothing needs of more than 25% of American children. This population is growing 15% annually.  

We make kids and families smile. There are kids out there who have a hard time getting dressed.  Soft was founded in 2007 by a mom and a teacher who wanted to create clothing that puts smiles on the faces of even the fussiest of dressers.  Love Soft. Live Soft.

We started by listening to mom and dad.  We took what they said to heart and created clothing and a community based on their needs.  We continue to listen and create.  Soft eliminates the frustration between parent and child by making dressing about fashion and fun, instead of a fight.  


"I don't know where we'd be without Soft."

--Amanda V., Mom 

Jessica Ralli: Founder and Creative Director
Jessica founded Soft so kids would be able to love clothes as much as she does. She combines her background in Special Education and passion for fashion to connect with parents and kids, and give them what they want and need.  

Michelle Blair Gabriel: Head Technical Designer
Michelle is the reason Soft is so soft. As tech designer, she turns ideas into real, stylish and fun clothing that kids truly love to wear.

Suzy Kogen Friendman: Co-Founder and Partner
Suzy makes Soft grow--she is the fertilizer, the water and the sun. She helps us to reach more people and touch more lives, one Soft tee at a time.


Some kids need Soft.  

All kids love Soft.