Our Story


A note from Fenny- Founder and chief brand scout

⁠After years in retail, I was craving a different kind of shopping experience.

Like my friends, I loved discovery and newness, but hated the social cost: fast-fashion has a terrible impact on people and the planet.⁠

As a seasoned brand scout and storyteller, I decided to do something about it.

I launched Confidants to help you discover swoon-worthy styles from brands led by real people, creating business we could respect and trust. ⁠⁠Brands that are thinking about the future - our future - by building more ethical, sustainable, inclusive products.

We're proud to partner with the next generation of brands focused on moving people and the planet in the right direction. ⁠⠀ 

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