About us


Why we're here

We founded It's Morgen for women who are ready to invest in high quality pieces that can form the basis of a timeless wardrobe. As trends come and go, having a solid foundation of simple, versatile pieces is essential for those of us who want to own fewer, better items of clothing.

We love that many brands are producing tees, jeans, shirts, shoes, etc. to provide elevated basics. But not many seem to be applying the same thought to dresses: even today, quality dresses that are easy to style and void of trend-driven frills are hard to find.

That's where we come in. Our focus today is on producing a capsule of classic dress silhouettes with flattering fits and clean details. 


What's in the name? 

Our pieces are meant to be simple and timeless enough that you can wear them day after day, styling them each morning in different ways. Getting dressed is an essential part of our morning rituals, and having clothes in your wardrobe that you can rely on to look put together is no small part of it.

The word "morgen" means "morning" in German. It also sounds like the name "Morgan." We thought this name was both playful and captures the spirit of a morning routine. 


What we stand for

We do our best to produce high quality pieces with vendors who we know and trust to uphold strong working standards and ethics. 

In addition to our production, we donate a portion of our proceeds to protecting women's rights, environmental sustainability, and creating equality. We feel privileged to be able to invest (both time and money) in clothing, and we know that is not universal. It is really important to us this brand gives back as much as possible to help others and to have a positive impact on the world. We are always open to any suggestions on how we can improve.