VLY GRL

Inspired by my hometown of the San Fernando Valley in Los Angeles County, I started VLY GRL to smash the "bimbo Valley Girl" stereotype while flexing my design and illustration skills. Proudly homegrown in the SFV, I can tell you first-hand that women from the Valley are down-to-earth, scrappy, and fierce! VLY GRL is a love letter to the gritty and diverse San Fernando Valley, and strives to provide Valley Girls with rad accessories and apparel to represent their hood on their own terms. 

The Valley gets a bad rap thanks to 80s pop culture, but our stories are unique, multidimensional, and far more profound than Hollywood has portrayed. So I started the VLY GRL Zine, a collection of visual art, poetry, short fiction, and essays by creative women from or residing in the San Fernando Valley. Sharing our diverse personal experiences through creative self-expression brings us together and lets the world know that we’re more than just an outdated cliché. 

In 2020, during the height of the COVID-19 pandemic, vlygrl.com garnered a 74% conversion rate increase (8% compared to 4.6% in 2019).