2025 was a year of building.

Not just new spaces or new products — but stronger systems, deeper relationships, and a clearer sense of how we want to grow.

When we opened our second retail store, Just Portsmouth, it marked a meaningful milestone for us. Expanding into a new city wasn’t about scale for scale’s sake. It was about creating another place that felt familiar, welcoming, and grounded — a space where good design, quality materials, and thoughtful details come together.

As the year unfolded, we also saw our wholesale business grow in a real and encouraging way. It’s been rewarding to watch our products live beyond our own four walls, reaching new communities through partners who share our values and care deeply about the experience they offer.

Listening closely to our customers continues to shape what we build. The launch of Just Photo Booths came directly from that — a response to how much people loved the photo booths in our Mystic and Portsmouth stores. What started as a small in-store experience became something bigger, and we leaned into it with intention.

Collaboration remains at the heart of our work. This year, we were grateful to partner with a mix of long-standing and new collaborators, including Acquire Good, Americana Memories, Fessenden, Folklore Flower Co., Loomis Chaffee, Marguerite, Mystic Drawbridge Ice Cream, Mystic Fish Camp, Project Oceanology, The Whaler’s Inn, the U.S. Coast Guard, and others. Each partnership reinforces what we value most — trust, shared standards, and long-term thinking.

Product-wise, refinement continued to guide us. New releases like our sherpa fleece and mock neck sweatshirts reflect an ongoing focus on better fabrics, heavier weights, and pieces designed to be worn often and kept for years.

None of this happens in isolation. Every step forward is shaped by the customers who visit our stores, wear our gear, share feedback, and support what we’re building.

As we move into 2026, we’re doing so with gratitude, clarity, and momentum — committed to growing thoughtfully and staying true to the principles that brought us here.