our story

Welcome
to
ICYMI

Where
comfort
meets
style

Founded in 2023 by Sharifa Nichols, whose goal is to redefine the fashion landscape by combining comfort, quality, and self-expression. She believes that fashion should be a form of empowerment, not constraint. That's why she creates versatile, high-quality pieces that effortlessly transition from day to night, while keeping comfort and style at the forefront.

About the creator

As a native New Yorker, Sharifa grew up surrounded by the city's vibrant fashion scene, but after relocating to California, she noticed a shift towards more relaxed, functional clothing that often sacrificed style. Determined to bridge the gap between fashion, comfort, and functionality, Sharifa set out to create a solution for busy women, designing a collection that eliminates the stress of deciding what to wear while keeping fashion, comfort, and versatility at its core. Her mission is to empower women to take control of their personal style without sacrificing comfort or practicality, and she invites you to join her on this journey to discover a new way to approach fashion that combines style, substance, and simplicity.

Our Philosophy

Comfort without compromise

We design clothing that feels as good as it looks, because we believe that fashion shouldn't sacrifice comfort

Self-expression

Fashion is a form of self-expression, and we're here to help you discover your unique style

Inclusivity & Body Positivity

We celebrate all body types and believe that fashion should be accessible to everyone

Made in USA

All pieces are proud fully produced in Los Angeles to support our local communities.

Quality & Sustainability

We're committed to using only the finest fabrics to reduce our carbon footprint and support fair labor practices

Comfort without compromise

We design clothing that feels as good as it looks, because we believe that fashion shouldn't sacrifice comfort

Self-expression

Fashion is a form of self-expression, and we're here to help you discover your unique style

Inclusivity & Body Positivity

We celebrate all body types and believe that fashion should be accessible to everyone

Made in USA

All pieces are proud fully produced in Los Angeles to support our local communities.

Quality & Sustainability

We're committed to using only the finest fabrics to reduce our carbon footprint and support fair labor practices

Our Promise

When you choose ICYMI, you're not just choosing fashion – you're choosing a brand that cares about the impact of its products. We promise to deliver:

  • High-quality, comfortable clothing that makes you feel confident and beautiful
  • Sustainable and ethical production practices that reduce our environmental footprint
  • Inclusive and body-positive messaging that celebrates individuality and self-expression

Why the name ICYMI?

ICYMI stands for a simple yet powerful truth: I See Myself! It's a declaration of self-love and acceptance, rejecting the fashion industry's narrow definition of beauty. ICYMI is more than a brand - it's a movement. We're reclaiming the narrative of beauty, inclusivity, and worth. Our message is clear: I See Myself as beautiful, worth, and present, just as I am.

Join
the
movement

At
ICYMI,
we
believe
that
fashion
is
not
just
about
what
you
wear,
but
about
how
it
makes
you
feel.
Join
us
on
this
journey
of
style
and
self-discovery,
and
experience
the
difference
that
quality
fabrics,
ethical
production,
and
a
commitment
to
inclusivity
can
make.
 
Fashion
that
feels
like
you!

XOXO,
Sharifa