Founder, Sammi Smith, is a Toronto-based designer who has 10+ years of experience working for some of Canada's top fashion and apparel brands. 

When it came time to leave her 9 to 5 life behind and branch out on her own, Sammi found herself contemplating the standard home office uniform of sweats and tees. Working from home for the first time, she sought out easy, casual clothing that didn't sacrifice personal style for comfort. An added bonus, was that luxurious feeling that comes from wearing something special at home that's just for you. And like many designers reinterpreting pajamas and loungewear right now, she also has her sights set beyond the bedroom.

Soft Focus was born out of a desire to create a collection that matches the lifestyle and needs of the modern woman. Simple, elegant yet relaxed pieces that are made for lounging, and styled to live your best life.