Fashion should be fun, right? That's what we think!

Every month we launch a micro collection with three staples, available to purchase as a set. We’re helping women all over the world build a wardrobe of beautiful staples, while adding fun pops of color. Collections are limited edition and sell out super fast.

The story

In late 2012 Coen and Madeline moved from sunny Australia to foggy San Francisco. With two suitcases in tow, and the dream of creating the happiest women’s fashion brand ever, they launched Popbasic in June of 2013.

Today Popbasic is based in a former steam car factory in Emeryville. The small team spends their days dreaming of colorways and cottons (Delilah dreams of sunshine and new toys) that are so soft you won’t believe they’re not butter.

Every month we lovingly create a micro collection that we think you’ll love to add to your wardrobes. Please let us know if you’re ever in the San Francisco East Bay, we’d love you to drop by and take a sneak peek at upcoming pieces!


Madeline Veenstra

Co-founder and community manager. Her resolution for 2015 is to start a new range of leather clutch bags.


Coen Hyde

Co-founder and CTO. Likes making fast webapps that are easy to use. Fashion isn't his forte, feel free to tweet him some sartorial tips.