LOYAL ARMY

Designed in USA

Loyal Army creator Brian Dold has created an unlikely San Francisco brand founded on cheery dispositions and quirky doodles. It sounds more plausible when you recognize that he’s a former social worker who’s keen to promote positive messages for young girls.

Dold invites fans into “a world of crazy characters” who “want you to join our army of cuteness” and become friends, a message which instantly clicked with girls and moms alike. “The idea of Friendship is the message of my clothes” is what he proudly says.

With paltry finances but surplus enthusiasm the brand launched in 2005 and quickly broke into fancy retailers with its trademark charm and oddball whimsy. From there, the brand has gone from strength to strength, as Dold and his staff come up with fresh new designs every season thus ensuring fan loyalty. A stand-alone boutique on San Francisco’s famed Haight Street was recently opened.