I'm reaching out to share some thoughts on Willow — and why it matters to me.

This past year, Subset went through a lot of changes: some steps forward, some setbacks, and plenty treads in between. As a result, we've had to be extremely thoughtful about where we invest our money, time and energy -- and we frankly just couldn’t afford to launch many new colors.

So we had to focus on getting one just right. As our resident product developer, I felt strongly that we had to bring you something fresh that could ease the edges of this past year and, candidly, bring some calm to the collective chaos. For months on the moodboard, we called it 'Serene Green' because of its unique ability to quiet the noise while softly standing out. That felt a bit too-on-the-nose, so in the end, we titled it Willow in honor of the tree's strength, resilience, and softness. Calm, grounded, and natural - it couldn't feel more fitting.

So this color launch is absolutely fresh and exciting, but it means so much more to me than just a product drop... It represents everything we've been working toward behind the scenes, and what we hope to keep building.

If you love seeing new colors from us, your purchase here truly matters. It helps us to grow a business that is rooted in sustainability, guided with integrity and designed to last. If Willow speaks to you, I hope you shop the collection and show your support. Thank you for being here, always.

Cayla
Co-Founder & CEO

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Why Willow Matters to Me: from Cayla