About Us
We aren't your ordinary brand.
Let us show you how we are different.
THE BRAND
Overall, our mission at pAx is to admire beauty in all its identities, complexions, sizes, and characteristics. Our pieces showcase the natural and exquisite glory found in the feminine form while challenging and redefining the stereotypical standard of beauty to emphasize real beauty is made of confidence, self-love, and joy.
Around the world, women of color comprise the majority, however, due to dominating ideals of beauty, they are often unrecognized, unappreciated, and unconsidered, especially in the world of fashion.
We at pAx contest this in five ways:
1. pAx caters specifically to all women of color.
Reflected even in our logo with an upside-down A which stands for "all for", the brand was created in consideration of all women of color. This includes the entire colorful array of women hailing from countries like Cambodia, Morocco, Kenya, and Peru, just to name a few.
Our job at pAx is to best accommodate the bodies complexions, and experiences of this diverse audience through every aspect of our brand. Our product design, sizing, models, creative stylings, and more will reflect this as we work hard to target a multifaceted global audience. Ultimately, we dedicate ourselves to the exposition of different beauty standards than what has stereotypically been seen as the ideal.
2. pAx provides luxury quality.
We will offer high-quality products to a population of women who are looking for exquisite goods but are often underserved, overlooked, and reduced to lower-quality items and less-lucrative opportunities. pAx is not only in the service of fashion, but also in the service of community: We will function to uplift the WOC community, promote confidence, and instill a sense of pride by making the best quality products readily accessible. Not only that, but our team at pAx has eyes on every step of production. You can rest assured our quality is unmatched.
3. pAx cherishes the bodies of women of color, in all shapes and sizes
A problem we identify often with the current mainstream depiction of black and brown bodies is they are very often hyper-sexualized, insinuating these bodies are worthy mainly of consumption and observation rather than admiration. pAx will actively contest this and make clothing that embraces and destigmatizes the feminine physique in all its forms. Women of color deserve to determine for themselves how they want their bodies to be seen.
