Soft Focus is a curated line of stylish loungewear, focused on crafting contemporary silhouettes out of quality, plant-based fabrics. Their ethos: made for lounging, styled for life. Soft Focus pieces have all the comfort + ease of your favourite PJs, but with the polish of a totally put together look. Sammi Smith is the founder, designer + chief do-er of all things at Soft Focus. Understanding that the easy go-to of PJs all day + old sweats is fun for a bit but eventually wanting to get dressed, Smith took the leap in 2017 and Soft Focus was born. The style goal: easy, casual clothing that didn't sacrifice personal style for comfort. Their approach is designing quality pieces, made to last + produced in small runs, from sustainably sourced, plant-based materials.