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Understand the brand behind fashion revolution. We explore topics such as sustainability, gender identity, wellness practices, and more.

Slow Fashion

Gabriella Gordillo

fast fashion, slow fashion, sustainable, conscious, proper, attire, proper attire, bamboo, cotton, organic bamboo, organic cotton, water bottles, recycled, recycled water bottles

Slow things down. Breathe. Take time to acknowledge and appreciate things you take for granted in your life, such as health, friendship and relationships, even just access to potable water. Life moves at too fast a rate for its own good.

This applies to fashion as well. Fast fashion is a trend that has overtaken the industry. So many clothing distributors churn out replaceable trends, with the intent to capitalize on humans’ obsession with the new. It is cheaply made, plays on society’s hunger for trends and fads, and highly unsustainable. It negatively impacts the Earth. We create more low quality, highly processed and refined clothing, which takes longer to biodegrade. They get tossed to the side sooner because fast fashion tends not to be the most practical clothing options, in terms of comfort, warmth, or coverage. Then a new trend comes into replace the old, the companies make profits, and more unnecessary items are left to a destiny of being tossed aside and wasting away in the corner of someone’s room. Some do end up donation facilities, but even from there some of the clothes do end up in landfills. In 2013, approximately 12.8 million tons of clothes ended up in landfills despite going through the donation process.

Fast fashion is also an incredibly large industry. It is responsible for $1.44 trillion dollars annually, which is a pretty unfathomable amount of money. It uses synthetic and possibly petroleum-based materials, instead of organic, natural, and recycled materials. The labor is sourced out to unknown and possibly unethical sources. Many times, the garment workers work under no or low labor standards for 12 hours a day with minimal and unlivable wages. In addition, it is impossible to produce ethical clothing at the scale, quantity, and rate that fast fashion demands, because it costs more to be considerate, which is a whole other problem to tackle.

As long as we reward work accordingly and don’t try to cut corners, we can keep costs fair and bring that price to you, the customer, for the quality you deserve. We don’t need to succumb to this fast fashion cycle anymore. We can start a new cycle of loving what we wear and buying clothes with long-term consideration. Buy high quality and transparently made clothing. Know the lifecycle and the intent. New is not always better, and in fact, if it ain’t broke, don’t fix it. We’ve been hearing this idiom for ages, and there is a reason it has stuck. Resist the urge to get piqued by fun, new things, and recognize how good your favorite sweater has been to you. How reliable your go-to scarf is, and how it has kept you warm in the chilliest of days. The constant cycle of new and replacement is harming our kind and generous Earth, and just creating more highly processed and refined waste that takes possibly 30 to 40 years to biodegrade, such as nylon.

Our threads are made with love and with the intention to last you a long time. Let’s face it, it’s very possible to fully live in leggings and a nice, soft, and comfortable T-shirt. Take along a bomber jacket to dress it up and for warmth, and live your life in comfort and style. We have no more need for fast fashion, when we recognize the true function of clothing. Simplicity is key, and less is certainly more.

Rewear. Relove. Resist fast fashion.

On Mindfulness

Gabriella Gordillo

Mindful, mindfulness, zen, rocks, proper, clothing, sustainability, aware, conscious

Being mindful has become trendy, but we at Proper see it as much more than a fad. We have it as part of our mission to embody the principle in every action we do, in everything we eat, in every fiber of our being, and in every moment of our existence. Who wouldn’t want to be more considerate, more conscious, and more aware? Sometimes at Proper, we find that mindfulness in media fixates more on clean eating and being kind to others, but this is a limited scope of the power of mindfulness. Just like you would with the air you breathe, be conscious and aware of the clothing on your back (and front). Where does it come from? Was anyone harmed in the making of the clothing? What practices were used to harvest the very material that is omnipresent, touching your skin on a daily basis?

Some might say it is excessive to think about all these things. But this would not be mindful. We must take into consideration all the hard work being put to bring us the clothing that we wear daily that most of us take for granted. Put forth the energy to make sure that every person in the clothing process was fairly treated and compensated. Understand the holistic lifestyle of the clothing you wear, from unrefined form it grows in, to the processes involved to turn it into the warm, snug, and inviting items that take you day to night, to clothes that complement your form and actions no matter what environment you’re in. Take whatever steps needed to help the earth and the people that it graciously hosts, and help yourself in the process.

Being mindful is an all-encompassing practice. Put good things in your body, put good energy out to all those around you, and put good clothes on your back. We’ve done the work taking in all the considerations for you. You can do good knowing that the clothing you wear doesn’t use any chemical pesticides and is all organically grown, which helps limit the impact on the Earth and soil degradation. You can also rest easy knowing that we source our textiles from factories in LA, where the workers are treated fairly (we have even gone to confirm this in person ourselves). Finally, know that you are helping with the overwhelming waste problem we have. It’s a travesty that we continue to use water bottles and mass sell enormous cases of them, but it is a fortune that we have found a good use that will help give them a second life.

Not saying you should let us do your work for you, but we can definitely help out with part of the mindful mission. Now go forth in your eco-friendly threads and let’s save the world, one recycled and consciously made thread at a time.

Choose organic for a better Earth and a better you

Gabriella Gordillo

Organic products seem to be the latest trend, and maybe an excuse for charging more. By definition, “organic” means that the product is untreated with chemicals when grown. Basically, we leave things be and the way that nature intended it. No harmful chemical pesticides or insecticides need to be a part of the process of growing, which means less labor to actually disperse the pesticides and insecticides. Why should we be paying a premium for less work, and to ask the source of our products to simply leave the products be?

proper, attire, athleisure, unisex, gender neutral, ethical, sustainable, water bottle, bamboo, fabric, cotton, organic, renewable

We first started using chemical aids with farming because we deemed insect and other rodents to be pests. Paul Müller, a Swiss entomologist, discovered that a chemical compound DDT developed for destroying louse-born typhus and malaria was also highly effective at eradicating the pests that plagued the fields and crops. It even managed to kill bugs that had developed a resistance to arsenic, the old go-to.

With the aid of propaganda, and an endorsement in Principles of Field Crop Production, chemicals started to become the norm for regulating pests on farms. It wasn’t until later, and after the discovery and development of countless more chemical aids to farming that these were highly toxic to humans and the earth: causing birth defects, destroying the stratospheric ozone layer being the most extreme examples. In addition, the very bugs we try to combat and eradicate with pesticides instead start developing resistance, which makes the pesticide industry develop stronger and more noxious products. As this war wages on, each side putting more efforts forward, the losers become apparent: earth, us, and the hardworking farm laborers who get directly exposed to chemicals.

Non-organic may be the cheaper, easier way out (with the way our society has made it the norm), but think about the long-term damage to yourself and the earth. When we introduce foreign, kill-all chemicals into the earth, it will stay there and forever impact the integrity of the soil. Also, when rainfalls, it will pick up the compromised soil in its runoff and bring it wherever it goes, impacting the earth beyond where the chemicals were initially placed. From there, the plants absorb the chemicals and will bring some of the chemicals along with it on its journey to harvest. When we make those into clothing, the chemicals don’t magically go away. Now they become a part of our daily routine and rub against our skin every day, causing allergies, respitory problems, and maybe more.

If we, the consumers, get some of these problems after wearing a refined version of the clothes, imagine how the farm laborers, who get directly exposed to the chemicals, must be. Up to 20,000 farm workers are poisoned each year by pesticides and insecticides, according to the EPA. Short-term health impacts include blisters, blindness, nausea, headaches, even coma. Long-term health impacts include infertility, birth defects, neurological disorders, and cancer. Beyond this, imagine how emotionally taxing it would be for farmers who do come down with one of these life threatening health problems, for them to deal with the hospital bills as a result. Sadly, farmer suicide rates are the highest of any occupation across all cultures. Efforts to create federally funded mental health programs for farmers have failed. But these lives are integrally valuable. In order to support farmers, we must support organic.

Regular cotton is the worst offender. It accounts for 25% of world’s insecticides and 10% of pesticides, but only uses 3% of the world’s farmland. That means we are just pumping that 3% of land chock full of chemicals, and nature has an equalizing algorithm, with water falling from the sky carrying the earth to other places (the runoff). These chemicals are pervasive, and eventually they will just become a part of our soil. All we can do now is try to minimize the impact by no longer partaking in the literally toxic process.

So now you know the real dark history behind nonorganic products. When you choose to purchase organic you are not just giving into an expensive fad, you are making a conscious decision to fight back against society and its constructed norm of pesticides and insecticides in its growing process, and you are making a tangible action to help the earth and its inhabitants.

The earth has been kind to us, and let us be kind to it and to each other.

Waster Bottles

Gabriella Gordillo

proper, water bottles, waster bottles, recycled polyester, ethical, gender neutral, unisex, sustainable

Water. The essence of life. It is necessary for all things to exist and grow and flourish. And yet, capitalism has wrapped its pervasive tentacles around the basic nectar of life and managed to turn it into a for profit industry. How do they do this? Through water bottles. They create plastic (a material that is the opposite of biodegradable, it will never erode on its own) to “conveniently” capture water to take on the go. The power of marketing really shines here, because the convenience outweighs and also makes people forget about the environmental impact.

Plastic water bottles are one of the greatest and most wide spread examples of waste on this planet that is carelessly used and discarded. I have even volunteered at river and creek cleanups and I find myself always digging out plastic bottles, which is ironic because there is a source of flowing water right next to it. Granted it isn't "clean" by our standards, but there is no reason we need to take water that's already out in the world and existing and unnecessarily put it into receptacles with the intention of throwing them away afterwards. 

The water bottle industry is a billion dollar industry, which is a huge travesty. The fact that people are making money off of a life necessity shows how people value a dollar more than a life. Almost 80% of water bottles are thrown away and end up in a landfill. We need to do two things: use reusable water bottles and reuse the plastic bottles that are thrown away. 

Artisan water is a fraudulent practice. Water is water. If it comes from a different source (a different glacier), it may pick up different elements and minerals on its journey melting from the ice caps down to a river, but this doesn’t necessarily make one type of water better than the other. We thought for the longest time that water with fluoride would be good for strengthening our teeth. This was why officials started adding fluoride to our tap water, to reduce tooth decay. However, it turns out fluoride does more harm than good. Nowadays, over 50% of youth have dental fluorosis, a condition that discolors and mottles your tooth enamel. The lesson of this story is that water comes in the form that nature intended it to be. We don’t need fancy filtered artisan cultured water from nice looking bottles. We can do just fine with reusable bottles (that can be high tech enough to keep the water cold or hot for long periods of time). It has been reported that more than half of bottled water comes from tap. So why are you paying extra for something you already get from your home?

In addition to being purely unnecessary and for profit, the energy that is routed towards bottling water would be enough to power 190,000 homes. If we average 3 people per home, that would be enough to keep 570,000 people out of the dark and doing the activities they like that require electricity. Other environmental impacts of bottled water is that it takes 3 times more water to produce a plastic bottle than to fill one. This is incredibly ironic, especially now when water is becoming a limited resource. There is a water scarcity crisis in Africa, and we are squandering more of the precious liquid to simply create containers to store it, that we then carelessly discard. 

It has been reported that only one in every 5 water bottles are actually recycled. We need to promote more recycling and less landfill waste cluttering. Our agenda aligns perfectly with recycling, because we are finding a great use for recycled bottles that is fun, accessible, open, and functional for all people. We care greatly about promoting ethics when it comes to clothing, every step of the way. You know the drill, but if we can't cut off problems at the source, then we want to reuse, repurpose, reduce, and be inclusive and accessible to all while we do it. Our Compressor Leggings and Prevailer Bomber both are made out of our recycled polyester, which is our water bottle fabric. Plus, the compressor leggings have zip pockets on the side. Look fly while doing social good, that's the Proper way.

What we're made of

Gabriella Gordillo

eco-friendly, sustainable recycled water bottle textiles

Part of our greater mission is to do environmental good for the world. In order for us to progress that agenda, we didn't think it was enough to just preach good practice, but to actually engage in it. That is what inspired us to look into using textiles that are sustainable and renewable. We want to reduce our impact on the world, and why not start with clothing, something that every person wears every day, as a means to facilitate this change?


Recycled Water Bottles

Water bottles are one of the biggest things plaguing this planet. The plastic never goes away, and yet people use them to no end, instead of drinking from a reusable water bottle. If people won't stop using them, then let's figure out a way to tackle this problem from a different end.

Welcome our recycled polyester (PET) into the picture. This polyester differs from traditional polyester in its production: using 90% less water and no harmful chemicals or fossil fuels, less agricultural land, and diverts waste from landfills. It also requires less energy consumption, reducing it by 84% compared to traditional polyester production. For the sake of the ozone layer, we are able to cut CO2 emissions by 77%. It also doesn't need to be grown, so eliminates need for chemical pesticides and fertilizers, which can help limit soil contamination.

It has a smooth, silky, and soft feel while maintaining some stretch for that active day to night lifestyle. The quality is not compromised compared to virgin polyester. 'The Prevailer', our bomber made 91% out of recycled water bottles, is breathable and comfortable to wear during hot days, and insulating and warm enough for the colder, breezier nights. Also, the material repels liquid; it rolls right off! The fabric is soft and durable, as well as wrinkle, shrink, and stain resistant. Why not use up a product that is massively produced and never goes away (water bottles) while helping transform the way polyester is produced to be more environmentally conscious?


Organic Bamboo

Feeling funky fresh: bamboo has an antibacterial, antifungal bio-agent called "Bamboo-Kun" that helps deter pests and bacteria. This same agent follows the journey from raw bamboo to bamboo fabric, killing all bacteria and keeping the wearer fresh, healthier, and more hygienic. Bamboo fabric also is also covered in microgaps at its cross-section which allows for moisture absorption and better ventilation. It keeps you two degrees cooler in heat and noticeably warmer in the cold!

Bamboo is also hypoallergenic: the fibers are produced with no pesticides or other chemicals (thanks to "Bamboo-Kun"), and they are naturally smoother and rounder with no sharp spurs that irritate the skin. This also gives bamboo fabric a silky smooth feel, for the comfort of the wearer. 

A renewable resource, bamboo grows rapidly and can naturally replenish itself thanks to its extensive root system. This eliminates the need for clunky gas-guzzling machinery to mass produce it. The textiles we create from bamboo are 100% biodegradable, and will not decompose to release any harmful pollutants such as methane gas.

The whole cycle from harvesting to creating the fabric is eco-friendly and minimizes damage to the earth, since bamboo is such a self-sustaining plant. The properties of bamboo help produce soft, silky, antibacterial clothes that also naturally protect from UV rays. There are countless natural benefits to wearing bamboo clothing, are you convinced to make the switch?


Organic Cotton

Organic cotton uses no pesticides or chemical fertilizers to produce, which means none of these harmful products end up on your skin. In the U.S., 25% of all pesticides are applied to cotton. If you find your skin being irritated or you having an allergic reaction from wearing some clothes, you'll know why.

Avoid this problem with organic cotton. Not only is it kind to your skin, but it also preserves the integrity of soil. We don't know how pervasive chemicals are and how deep they seep into soil, but we do know that everything goes into a cycle that touches humans somehow, whether we wear or ingest it. In addition, five of the top nine pesticides used on cotton have been documented to cause cancer. Why are we still engaging in this (literally) toxic pattern?

Better feel: besides chemical pesticides and fertilizers, harsh chemicals like formaldehyde, dyes, and other synthetic additives can react negatively with skin and also irritate it. Organic cotton makes for clothing that is healthier and has a softer feel on the skin. 

eco-friendly, sustainable, bamboo fabric

Get earth-friendly, gender neutral clothes without sacrificing quality, comfort, or style. Promote better treatment of humans and the earth, be a part of a fashion revolution. Get Proper.

Ethics and Sustainability

Gabriella Gordillo

Unisex sustainable ethical clothing made from bamboo, cotton, and recycled water bottles

Ethics and sustainability. Two topics that are gaining momentum in the public eye, for good reason. But what do they really mean? We at Proper Attire US believe this means that every step involved in creating a product has regard for doing good for the world and the people involved in the process.


We use fabrics made from recyclable material, such as water bottles, or sustainability sourced, such as cotton and bamboo. The earth has been a generous hostess to us, and by using plastic water bottles (which never go away), we can cut off the toxic cycle of producing more waste for convenience, and produce something good with it instead. We also use renewable materials such as organic bamboo and cotton. By using material that is biodegradable and chemical free, we can ensure that the lifecycle of the product is compatible with the earth and won't produce more waste.

We support the labour and hard work of people in the factory we get our textiles from, instead of taking the easy route and mass producing in some country that could be using illegal child laborers. We pride ourselves in our honest and transparent supply chain, which is why we are happy to introduce our factory in LA, IndieSource.

Proper team at IndieSource discussing materials and plans.

Proper team at IndieSource discussing materials and plans.

Indie Source is committed to producing clothes in America. Clothing that is outsourced is harmful for workers as well as the environment and American economy. When we try to cut corners for cost, everyone suffers. The factories compete to make wages cheaper and cheaper, and as a result there is a complete disregard for worker safety on the job and decent working conditions. In addition, factories located out of the US are displacing American seamstresses, because of their willingness to disregard basic human safety and rights in their factories in order to keep costs low. American seamstresses and patternmakers are becoming an extinct species!

We at Proper Attire US understand the trickle down impact of decisions. We support our talented pattern makers and seamstresses at IndieSource. That is why we are happy to support locally made clothing created under great working conditions, and aid in the ethical clothing revolution.


The fashion industry is incredible wasteful. Millions of articles of clothing, created in a hurry out of cheap and nonrecyclable materials, end up in landfills and incinerators every year. Some say that fashion is implicitly contradictory to sustainability, since it relies on consumers picking up latest trends and engaging in the cycle. We are here to redefine fashion. Looking and feeling good is all it takes to be fashionable. Let us disassociate fashion with trends and consumerism, and instead associate it with quality, durability, comfort, and style in pieces that have longevity.

Proper team deciding on fabrics.

Proper team deciding on fabrics.

Our goal is a one and done shop. We have created pieces that are so basic, high quality, and functional that there is truly no need for other apparel. We want to eliminate this need for people to constantly purchase new iterations of the same article, in pursuit for the "perfect" piece. The search is over: we have what you are looking for right here.


One subset of sustainability and ethics is social good. We care about people. With our unisex, gender neutral collection, we want to usher in a new age of accessibility and acceptance towards all people. We are gender blind, we just see people from the inside out and value their personalities and ideas above all. That is why our collection seeks to cater to everyone regardless of gender or nongender, through incredibly simple means. Our Ten Essentials collection is basic and necessary for everyone who lives and breathes, taking outfits from day to night, from work to play, without ever impairing their day to day life. We understand that people are constantly changing in every way, and we wanted to create an ethical, sustainable brand that you can always rely on, even when everything else in life may be chaotic. Look and feel good from the outside, and inner peace will follow.


In essence, ethics and sustainability to us comes down to people and Earth, and doing good for both in every possible way. We want to be considerate of all the people involved in bringing our vision to life, from those physically creating our clothing to those who support and endorse our brand. We also want to be conscious of human kind's bigger picture impact on the earth and minimize the damage we will do. Our passion falls at the junction of these topics and clothing, and thus, we are hoping to accomplish this greater mission through Proper Attire US.

'The Prevailer'

Gabriella Gordillo

The bomber jacket has been solidifying itself as a classic wardrobe staple in recent years, to rival even the inimitable leather jacket. Bombers have an effortless, sporty edge to them, instantly making both men and women look elegant and cool. When we decided we wanted to include a bomber jacket in the '10 Essentials' collection, we knew it was going to have to be a good one. We had a feeling from the start it was going to be one of the standout pieces of the entire collection. And so far, we have been right.

Everyone that has come by the Proper Attire US studio in recent weeks: models, friends, whoever, has tried on the bomber and fallen in love. This is mostly because of the feel of it, but also how it makes them feel. It is such a cool and flattering silhouette, stylish in its simplicity, and so easy to wear and dress up or down.

Gabriella and friend Carlo in matching Prevailers in the studio.

Gabriella and friend Carlo in matching Prevailers in the studio.

Versatility was key in our quest for the perfect fabric for 'The Prevailer'. Especially considering the often bipolar weather of the Bay Area, we needed to find a textile that was light and comfortable enough to wear on a good day, but one that could also hold in warmth when the clouds start rolling in.

Finding the perfect fabric proved a tricky process, but nevertheless, we prevailed. One factor that was incredibly important in our decision making was the sustainability of the textile we chose. Making as many ethical, conscientious choices as possible and aiming to reduce our impact on our planet, that is key to the Proper Attire US ethos. After weeks of frustration, falling in love with countless swatches only to discover they were not eco-friendly, we finally found what we were looking for from Eclat USA. With an office based out of LA, their mission, taken from their website, is to provide 'safe, healthy textile products' that help contribute to 'the harmony between human being and global environment'....Perfect match!

Sade loved the bomber.

Sade loved the bomber.

The bomber's heavy-weight, interlock knit fabric is made up of 91% recycled polyester(PET). In layman's terms: the bomber is almost entirely made up of recycled plastic water bottles! Unlike the production of regular ol' polyester, which is an energy-hungry, non-sustainable process that uses huge amounts of water, harmful chemicals and damaging fossil fuels, this ‘green’ polyester uses 90% less water, less agricultural land, and even helps in diverting waste from landfills! Plus it has a super-smooth surface, soft hand-feel and slight stretch for movement and flexibility.

Find yourself a perfect match with 'The Prevailer'. Customize it to your liking for an extra $30, and add your name to this timeless, stylish piece that truly represents the person you are.

You can pre-order 'The Prevailer' today in our online store. As always, $5 from each garment sold will go to Ditch The Label, an organisation offering support to those affected by bullying.

'The Reformer'

Gabriella Gordillo


That's what we had in mind when designing the reformer. Achieve countless distinct looks with the same piece. This essential is the piece that gives the most leeway to play with different looks and different trends, while still adhering to our values of gender neutrality, environmental consciousness, and functional minimalism. This piece seamlessly infiltrates any wardrobe, bringing that "Proper" athleisure touch.

Featuring a cropped hoodie with a removable tank underlayer, this piece literally has many layers. Wear the collection together for a cozy hoodie look that never goes out of style. Take on just the cropped hoodie for a fashion forward sensual style that shows a little skin. Dress the classic simple tank up with a sleek joggers and funky accessories for going out, or down with jeans, converse, and a baseball hat for chilling.

Dress to laze, dress to work, dress to play. 'The Reformer' is a collection that has a personality to match with your dynamic, vibrant one! We are all a product of our experiences, and as such, we all have a plethora of interests, hobbies, and passions. Whether you're going to the museum, eating out with your parents for brunch, or staying in with your partner, you will find 'The Reformer' suiting all your needs. For clothes you can live in, check out 'The Reformer'.

The best way to demonstrate 'The Reformer's' multifaceted personality? Stylist collaborations! Teaming up with Allison Cartagena, we have put together seven great looks using our hoodie ‘The Reformer’.



Gabriella Gordillo

Do you have a favorite hoodie? A pair of pants so comfortable you’ve sneakily worn them multiple times in one week? How about that jacket that somehow matches EVERY SINGLE OUTFIT?

Something you’ll hear the team saying is that we (Proper Attire US) take the guesswork out of shopping. This line came from a shared love of active lifestyle and the clothing that enables it while still looking sleek. Deciding whether to start off with men’s or women’s was a moot point. Everyone wears tee shirts. Everyone wears joggers. Sweats have been a mainstay for both sexes since.. the eighties?

It would be dancing around an elephant in the room to say it is an emotionally charged period in our nation’s history. Now is a critical moment that can forever impact the history of the world. If there is one thing we could work towards right now--each person, in their own small way--it's equality. Equality is one thing we can promote in our everyday actions. Athleisure is one facet of fashion where there is no need for barriers. It is for every size, every shape, every sex. Come join us in this revolution for accessible fashion.

What makes athletic clothing… iconic? The way it allows you to move. The way it allows your limbs to flex and your skin to breathe. The way it never goes out of style (because of its simplicity and functionality) while we watch countless fads and trends come and go. The way it is pervasive and necessary for all genders, all lifestyles, all people.

Introducing the Ten Essentials. We offer the core basics that any outfit can be built off of. Instill a little more activity and a little more comfort into your life. The Ten Essentials come in monochromatic colors (black is the new black) that you can adhere to or match with other pieces for a pop of color. Whether it's shorts, joggers, or leggings, we know you will be able to run, walk, dance, or skip while looking stylish with our collection. Wear our Prevailer bomber to work, to run errands, or on a night out with friends. Comfort meets trendiness in our collection.

Our Ten Essentials accommodate any person with any lifestyle, as well as any gender or size. Feel satisfaction in knowing that you are wearing the best quality as well as environmentally conscious fabrics. No more wasteful fashion, no more differentiation between genders. All anyone needs are the basics. Look and feel your best while promoting equality in the Ten Essentials.

Pick a fit that you envision for yourself and our expert stylists will help you achieve the look you are going for. Less guesswork, more time to do great things. And if what you are looking for is comfortable staple items of the best (and ethical) quality, then give us a try already!

We can’t wait until you discover what we’ve been working on.



Pre-orders available at

What Does Gender Really Mean To You?

Gabriella Gordillo

Everyone has an idea of the person they want to be. Maybe it’s simply a matter of how you prefer to be treated (which, very often, directly correlates to the person you exude on the outside). Whether or not gender plays a role in your perception of should not DETRACT from anyone else’s perception of you.

In today’s culture, gender perception is as emotionally charged a subject as ever. We don’t mean to make the claim that gender doesn’t have a definition or a role in society. Rather, our aim is to merely make each person ask themselves what gender means to them. And why?

How has gender played a role in your life? How has it affected your shopping experience? Think of the people you know and love… how has their gender affected your perception of them? Is your perception fair?

Proper Attire is seeking to break down gender stereotypes through clothing. We believe that people should be considered independent of their gender, and as a human first and foremost. Our clothing is fitted and flattering for all genders, and the goal is to help everyone feel comfortable in their own skin, as well as literally comfortable in our ethically sourced fabrics. We think that's pretty unisexy.

$5 from every Proper Attire US garment will go to the charity Ditch the Label, an organization dedicated to challenging social norms, addressing the roots of bullying behaviors, and offering support to those struggling with acceptance or respect. If this is a cause you would like to further support, our ‘What Does Gender Really Mean?’ tee donates 25% of its profits to this organization.

Also check out their website at


Gabriella Gordillo


The name came from back when our founder Gabriella was working on a streetwear collection in LA. The mainstay of her business in those early days was one-of-a-kind bespoke pieces she designed for people she admired. Wanting to pad out the offering a bit, she started a branded collection to offer alongside her commissioned pieces. A friend visiting from the Bay Area dubbed her collection “Hella Proper”. Proper Attire US was born.

So what is a “Proper” lifestyle? We aren’t the experts on life, nor will we tell you what to do. What we can do is recommend a conscious lifestyle. THINK about what you buy. Where did it come from? What is it made out of? Why are you wearing it?

Think about what you eat. What you do with your time. How you treat and interact with others. Are you making choices that improve the world around you? Do you believe that your choices can make a difference?

We do.

We believe every person is a catalyst for change and can affect the world on a higher magnitude than they initially believe. Proper Attire US is a brand that a socially conscious person can stand behind. If we discuss health, nutrition, art, or other passions... it is due to the strong belief that everything that you choose to curate in your own life can elevate the world as a whole, regardless of your gender, skin color,  or sexuality. And if making full, healthy, conscious, impactful decisions is a lifestyle, I’d say that’s pretty ‘Proper’.