Effie’s Heart

Fashion designer and owner Kimo Frazzitta began Effie’s Heart Clothing in 2006. Working out of her small Santa Clara, CA home, Kimo brought to life her dream of creating an original clothing line reflecting her appreciation of eclectic beauty, the arts, and classic style sensibilities. 

At Effie’s Heart, the main goal in clothing design is to create garments that are comfortable and flattering for all women. Classic styles must translate to contemporary living. Clothing of the past often required restrictive undergarments, complicated closures and was made of uncomfortable fabrics that had to be meticulously cared for. There is a wink of nostalgia in Effie’s Heart designs, but overall incredibly modern, always comfortable, perfectly fit and easy to care for.

One of the hallmarks of Effie’s Heart designs is the use of original artwork as placement art or in creating truly original prints. Artists create original, hand-produced images for seasonal and themed collections resulting in fabrics and styles that are absolutely one-of-a-kind and irresistibly offbeat.