Modest fashion brand fills a gap and finds success
A version of this story first appeared in The SKUpe's weekly newsletter. To get it in your inbox, sign up for free, here.
By Bianca Prieto | Editor
Inherit Clothing Company began with a simple yet powerful mission: to provide stylish, modest clothing while fostering a community centered on faith, family and integrity. For co-owner Amy Ekren, dressing modestly was a personal commitment, but finding a single store that met her needs proved challenging. Rather than compromising, she and her husband, Anthony, launched Inherit in 2018 to create a brand that offered timeless, feminine styles aligned with their values.
What started as an online Shopify store has since expanded to include a thriving brick-and-mortar business, serving thousands of customers each month. As demand for modest fashion continues to grow—projected to reach $65.8 billion in the U.S. in 2025—the Ekrens have navigated the challenges of niche retail, balancing authenticity with growth while finding meaningful ways to connect with their customers.
We sat down with them to learn more. – Bianca Prieto
What has been the biggest factor in your success as a niche retailer?
There have been so many different factors that have played a part in our success at Inherit. One thing that comes to mind is being true to ourselves and not being afraid to say this is who we are and we would love you (the customer) to join us on our journey. Staying true to ourselves and our mission has meant that sometimes we don't jump on a trend because it doesn't fit our modesty mission. Being able to serve thousands of customers a month is something we are truly grateful to be able to do.
What’s a lesson you’ve learned about scaling or growing your business that could help other retailers?
The lesson we have learned is that growth and scaling are not linear. It is definitely a squiggly line of ups and downs. Use those down times to take a step back and ask yourself how you got here and what can be done to improve upon it. A lot of times, this has put a spotlight on something that can be improved that we didn't see during periods of growth.
What’s one thing you’re currently experimenting with or excited to try in your business?
Live sales! We have been on this trend for a couple of years now, but it is still so exciting for us with a lot of growth potential. Connecting with a customer base is a big challenge for online retailers, live selling has been a way for us to connect and interact with our customers in real-time. It helps us to be very transparent and build meaningful connections.
Answers have been edited for brevity and clarity.
