This is What Apparel…Celebrating the power of YOU in one word.
Our Mission
Purpose: We believe in confident and authentic self-expression.
Mission: To be the favorite apparel company for individuals to celebrate who they are.
Vision: With one word, we empower individuals to boldly embrace who they are and to stand out from the crowd while creating community around shared interests, values, and life experiences.
"This is What" is an online apparel company dedicated to providing unique and expressive clothing options for individuals. Our brand is built on the principles of self-expression, authenticity, and community.
Our Story
This is What Apparel was born from our beliefs in confident and authentic self-expression. It was founded by Melissa for her 30th birthday trip to Miami with two best friends, also celebrating a 30th and 29th birthday. Turning 30 seemed so far away (and old) as a teen, but the friends didn’t feel it, or look it, so the first tank tops with the phrase THIS is what Thirty Looks like was made to show off their young spirit. She then was asked by friends to make forty, ninety, graduate, nurse and more words. She surprised her family in celebrating her Nanny Lucy’s 85th birthday July 4th with This is what America Looks Like shirts to show their proud patriotism, which she began to sell in her retail shop, and sell out!
This is What Apparel’s mission is to be the favorite apparel company for individuals to celebrate who they are.
With just one word, we empower individuals to boldly embrace who they are and to stand out from the crowd while creating community around shared interests, values, and life experiences.