Manifesto

(It’s me. Hi. I’m the problem, it’s me.)

You may recall Cher from the cult classic movie Clueless. And her magical computer that puts outfits together from the clothes in her closet. 

Well, my team and I legitimately built that thing. I’ve spent the last six years of my life creating a mini rebellion against consumerism culture and the constant pressure to be anything other than authentic.

Cladwell is the world’s leading smart closet and personal styling app that gives you daily outfit recommendations from the clothes in your closet, personalized for your weather and activities.

My clothes were a catalyst for life change, and I believe yours can be too. Let me explain…

Five years ago, I woke up, rolled out of bed, walked to my closet, and said the very same thing I’ve heard a thousand women say, “I have too many clothes and nothing to wear.” That weekend, instead of going to the mall for refuge, I stayed home (wine in hand) and de-cluttered my entire closet filled with 450 items. It was vulnerable, stressful, and quite honestly, it changed my life forever.

It wasn’t because I didn’t have enough of the right clothes. It was because I was unable to see the ones I loved.

As it turns out, this problem wasn’t mine alone. The average American only wears 20% of their closet and spends 17 minutes per day deciding what to wear. We’ve all had that feeling that our closet would be better if we could just start over—declare closet bankruptcy—and buy an entirely new wardrobe.

We’re constantly deal-shopping and clothes-buying, and yet we still feel we lack the clothes needed to feel happy, stylish, attractive, and empowered. We’ve been sold a story that a bigger closet equals a bigger life. But it’s a lie. 

It's not about more clothes; it's about the right clothes.

In 1930 a woman had on average 36 items of clothing in her closet. Today, it’s 120. In the 1980s, the average American bought just 12 articles of clothing each year. Back then, clothes cost a lot more so people bought only what they loved and needed. Today, that number has increased to 68, half of which are worn 3 times or less. 

So how did we get here? Greed. Here’s the thing, the stores want us to buy, buy, buy. They sell, we collect. It creates clutter in our homes, our hearts, and minds. And they profit.

I believe women truly want to live authentic lives. But in a culture of fame and followers, we’re perpetually influenced by how we should dress and what we should buy. This way of living actively hurts the planet and oppresses the poor—mostly the women who make our clothes. And for what?

If I've learned anything from running this startup, it's this: our clothes matter.

Your style doesn’t just communicate what you like, or what you think looks good on you. It communicates what you believe—about yourself, about clothing, about the world.

When we buy clothes, we vote for the company that makes them, and their labor practices. When we act on the messages of advertisers (click, swipe, and share) we’re saying, “Hey, you were right about me. Cheaper is better. I do need more to feel beautiful.” 

When we chase trends, dressing for others instead of ourselves, we become part of the problem.

But there is another way. I experienced true life change through the doorway of my closet. And I know you can too. 

In the 1970s, Susie Faux created a way of building a smaller wardrobe with only her favorite items and called it a “capsule.” It’s style rooted in who you are, not what you buy. It’s about awareness, rather than the number of items you own. Trading external forces for intentional choices. Being a whole person instead of a pawn. 

Guided by these principles, I started Cladwell to change the world. Smaller wardrobe, bigger life. Cladwell’s three basic steps are:

START WITH CLOTHES YOU OWN AND LOVE

Your wardrobe already has gems. You may just need to uncover them.

REDUCE THE NUMBER OF DECISIONS 

Having a smaller wardrobe reduces your decision-making, saving your brainpower for when you need it most.

CREATE A COHESIVE, SIGNATURE STYLE

Mixing and matching “signature items” with quality basics will define your style and help achieve an effortless look. 

A capsule wardrobe says something about who you are and can be a gateway to creating the life you want to live. It’s a radical act against consumerism. Break free from all you were sold about style and embrace who you truly are. 

And no matter how imperfect the path, the one worth taking is that which leads us to be free.