Soft Focus

Soft Focus is a Canadian minimalist loungewear label for women, founded in Toronto in 2017 by Sammi Smith. After a decade working for some of Canada's most loved fashion brands, Smith left her nine-to-five to work for herself and faced a new daily question: how to get dressed for work when the office is the couch and a laptop. At first she wore her old pyjamas all day, but eventually wanted to get dressed again, and Soft Focus was born. The label is a playful vision of fancy pyjamas for the modern age, a uniform for work-from-home lifestyles created years before that became the norm. Its pieces include the Demi Set, the Foundation Set, the Contessa Shirt, crop camis, robes and terry sweatsuits, made in Canada. Smith designs collared sleep shirts that can become breezy blouses and terry sweatsuits that double as a cosy pantsuit, using quality natural fabrics. The shop has also offered zero-waste scrunchies and resold vintage cashmere. For six years Soft Focus sold direct to consumers and through boutiques across North America, building a community of comfort lovers. The shop is currently on a break while Smith consults for other retail brands.