It all started out of a creative mind that also happened to be a woman, a mom, a radio host and a doer. Rita was 38 years old, and she dreamt about having her own business, creating, from scratch, a brand that represented her lifestyle and her kids. The idea came to life at night, back on her couch, when scrolling through Instagram and remembering her own childhood in overalls.

Childhood is about family and siblings. That’s when Madalena, her younger sister and one of her favorite people in the world, jumped into the project. She is also an entrepreneur who used to live in America, worked at Google and embraced all kinds of challenges.