A Note About Identity & a Call to Action from Our Founder

 

By Kimberly Inskeep

 

There’s a moment in every journey where the shape of something becomes unmistakably clear—not because it arrived suddenly, but because it has been forming all along.

For us, that moment is now.

After two years of creative experimentation, learning, and refining, we’ve arrived at a place where we can say with clarity and conviction: This is Foxtale.

The journey officially started in 2023, but in reality, the seed for the Finding Foxtale brand was planted decades earlier.

A Moment of Clarity

During my 22 years leading cabi—a women’s fashion company rooted in community and purpose—people would often ask me, “If you weren’t doing this, what would you do?” And I’d answer, almost instinctively, “Something to interrupt the cultural trends damaging the hearts of young people, especially girls, during their formative years.”

That instinct came long before the research, the rising mental health concerns, or thought leaders like Jonathan Haidt began naming, with data, what so many of us were already feeling. As a speaker, writer, and advocate for women in business and personal development, it wasn’t hard to imagine a new focus—one that would somehow include both women and girls.

I didn’t set out to start a girls’ clothing brand. But when the opportunity came, it felt like a natural extension of an inward pull. I remember being a mom, longing for something that treated girlhood with the same intentionality we give to any achievement we deem important. So much of what I saw in the entertainment world reduced girls to extremes—either silly, gossipy, not very bright, or hyper-aggressive action figures wielding weapons just to prove they could fight like a man.

That script repeated itself again and again—and many of us, without meaning to, let it seep into our worlds.

I longed for something different: a world where girls didn’t have to change who they are to be valued and didn’t have to become someone else’s impression of strength to be taken seriously. Girls are already inherently strong; shifting the perspective of strength is a challenge. It’s only in retrospect that I realize how profoundly important those formative years were—and how often ideas would flood my mind for ways to rewrite the script.

It’s been 22 years since then, nearly the same span of time that I spent building cabi. So if I wasn’t going to retire, I wanted to create something beneficial. Something that didn’t just dress a girl but formed her.

And so, two years ago, Foxtale was born. We explored broadly at first—including both little and younger girls—but found that to stay true to our mission, we need to focus more clearly.

Standing at the edge of Fall ’25, I can say with deep peace and renewed passion:
We’ve grown into our identity.

The girls for whom we built Foxtale are growing up, and so are we.

THIS…is Foxtale.

At first glance, we’re a girls’ clothing brand. But if that’s all you see, look again.

Foxtale exists to help girls feel capable, expressive, and confident in their story. We make shopping for your girl easier with stylish, age-right, quality clothing that helps her express who she’s becoming on her own terms, not the ones our culture prescribes.

Our collections are made to mix, match, and move with her—through school days, sporty days, friendship-filled days, picture days, and everything in between. We believe in value, versatility, and intentionality—not a throwaway mindset. Our clothes aren’t just built to last; they’re built to matter.

Fall ’25 marks a fresh focus. We’ve refined our age range to serve girls ages 6-13. We’ve sharpened our design direction to reflect sophisticated sweetness and an aspirational vibe she can call her own.

But clothing is only the beginning.

At our core, Foxtale is mission-driven. Because we care about who she’s becoming.

If the world feels like it’s shifting under your feet, you’re not imagining it.

Today’s girls are growing up faster, facing more, and filtering louder messages than ever before. Between glittery girlhood and the social media swirl of adolescence, this is the time where her sense of self is being formed—for better or for worse. In fact, we know confidence dips for many girls during this time, as early as eight years old.

We’re on a mission to interrupt that trend—not with lectures, but with stories and style, with joy, and with connection.

Through our books, blog, videos, and in-home style experiences, we create moments of connection for girls and the grown-ups who love them. Our Style Seshes are part outfit try-on, part confidence-building, inviting girls into self-expression, peer bonding, and support from caring adults.

We don’t just want her to feel cute.
We want her to feel capable.

We don’t just want to dress her for the day.
We want to equip her for the world.

Every decision we’ve made has been grounded in one essential question:
Who is she becoming and how can we help?

An Invitation

Whether you’re a mom, mentor, curious follower, or quiet observer…

Whether you’re a parent looking for quality with meaning, a girl who wants to be seen for who she really is, or a mom-and-daughter duo ready to grow something together…

You’re in the right place.

THIS is Foxtale. It’s more than fashion.
It’s formation.

And we hope you’ll be part of what’s next.