Our story


90Shades is a lifestyle brand based in los angeles that creates clothes, mobile accessories, toystech, and more. founded in 2008 by jen gotch and a friend, our products can be found around the world in boutiques, department stores, and online. we’re inspired by the power of friendship, the good old days, and all things fun. we’re also really into supporting our community of customers, fellow artists, and like-minded brands. we think there’s room at the top for all of us.