How Motherhood Inspired Cool LA Shop Myrtle's First Clothing Collection

Photos: Kaitlynn Lucas for Myrtle

LA shopkeep Whitney Bickers has been backing women-led labels since opening Myrtle in Echo Park six years ago — and now, it's her turn to spin her retro-cool aesthetic into creations we all want to wear. The stylish Los Angeles-based mama unveiled Myrtle's first clothing collection, which is now shoppable in store and online.

Priced from $160 to $246, the six-piece line includes two dresses (one in a playful floral print and another in an understated gingham) and four breezy cotton blouses that bring an elevated take on the classic tee, all completely produced in LA in small runs from overstock fabric to reduce waste and overproduction. The vintage-inspired range also includes two limited edition styles ($172 to $188) designed in collaboration with fellow FMLA member Ruby Nichols of Almanac of Style, who selected a Nani Iro print from Japan for one silhouette and tapped Ermie designer Jennifer Parry Dodge to create an exclusive silk version, each available on her neighborhood-focused site's shop.

"After almost six years in the store, I've definitely seen the ways women's wardrobes fluctuate needs and sizes," says Bickers. "Being pregnant and then nursing opening my eyes to this even further. I'm also really inspired by functionality, with big, useful pockets and machine-washable fabrics. I love finding vintage garments that have retained their style and use across decades of wear and that's my aspiration as the line grows!"

Take a look at the charming new collection and scroll through the gallery to see the lookbook, which was shot in cool LA neighborhood Highland Park (where Bickers also calls home). Love it? Myrtle's offering an exclusive 15% discount for Fashion Mamas members; use code FashionMamas15 to score the deal when you order online.