Effie's Heart

Fashion designer and owner Kimo Frazzitta began Effie’s Heart Clothing in 2006, working out of her Santa Clara, CA home. Kimo’s passion for life and fashion adventure was inherited from her family’s generations of funny and intelligent women. The company’s namesake, Aunt Effie, was born in 1937 in Tulsa, Oklahoma. Growing up, Kimo’s mother would tell wild and colorful stories about Aunt Effie and how she threw crazy theme parties, made all of her clothing by hand, and was always dressed to the nines. Effie’s Heart honors her vivacious spirit of originality and extraordinary lust for life.

At Effie’s Heart, the main goal is to create garments that are comfortable and flattering for all women. There is a wink of nostalgia in Effie’s Heart designs, but overall they are incredibly modern, always comfortable, perfectly fit, and easy to care for. Artists create original, hand-produced images for seasonal and themed collections, resulting in fabrics and styles that are absolutely one-of-a-kind and irresistibly offbeat.