The Story Behind the Sass

Because confidence looks better with a little attitude.

It actually started during lockdown…. COVID was depressing the life out of me — and that’s saying something, because I genuinely love life and people.

One of my favourite pastimes is people-watching. Travelling for my 9–5 means airports are basically my entertainment.

But during that time, I realised I wanted something that brought a bit of joie de vivre back into my life — something colourful, cheeky, and unapologetically fun.

Something that felt like me.

So, of course, I started designing T-shirts. (Because I had so much experience doing that….not 😊).

The first one said:

“People who tolerate me on a daily basis… they’re the real heroes.”

Then I made another one, which I thought was absolutely clever….it had a cute cartoon rhino that read: “Real Unicorns Have Curves.”

There was no plan. No brand strategy …They were just fun.

And people started noticing.

Friends would ask, “Where did you get that?”

Or say,“Ooooh…That’s clever 😊”

That’s when something clicked for me. This wasn’t really about fashion. It was about energy.

About wearing something real.

Somewhere along the way, Goddess of Spin showed up — headphones on, vinyl spinning, completely owning the moment. Oh! How I love her (I might do a special drop with her somewhere along the way... but right now, I don’t want to share her).

She wasn’t shrinking.
She wasn’t asking permission.

She was just doing her thing.

And that’s when Unapologetically Curved® started to feel like more than a few cheeky T-shirts.

It became something bigger.

Now don’t get me wrong…. I believe in health, strength & evolving. But I was going to have fun while I’m doing it.

I can be working on myself and still show up confident today…why can't both things exist at the same time, eh?

Unapologetically Curved® is for women who are:

• Dress to match their energy
• Fluent in sarcasm
• Looking for comfort with a bit of attitude
• Completely uninterested in diluting themselves

It’s very Gen-X energy.

A little rebellious.
Very self-aware.
Comfortable in our own skin.

And just getting started.

A Quick Note from Me

Unapologetically Curved started with a simple idea:

T-shirts that actually felt like me.

Not filtered.
Not toned down.
Not trying to shrink into someone else’s expectations.

Just confident, sarcastic, curve-owning energy.

If you’ve ever wanted clothes that feel like a vibe instead of a compromise — you’re in the right place.

Wear it. Own it. Repeat.

— Yamini