09/08/2026
People were surprised when I announced I was downsizing Wearforward, just like people were surprised when I closed the kids store across the street. And I get why they might be.
Walk into Wearforward on a Saturday and it looks busy. Look at our Instagram following and you might assume that translates directly into a thriving business.
But the outside of a small business does not always match what’s happening on the inside.
There are SO many moving parts behind the scenes, and small businesses simply do not have the same advantages giant corporations have. So I wanted to actually show you the numbers.
I’ve always run this business with both numbers AND passion. The problem is, when the numbers stopped working, I kept trying to force them to work because I loved what I built.
but it’s not sustainable.
Wearforward is changing. A lot. The new version will be smaller, hyper-curated, higher quality, stricter with drop-offs, and yes, probably more expensive. Because it also has to be a business that can actually survive.
For a long time, I could make a high volume, low price model work because I could market the absolute hell out of it and bring enough people through the doors to squeak by. But that model cannot survive an economy where fewer people are shopping. So this isn’t me giving up. It’s me finally pivoting to what needs to change so Wearforward can keep existing.
More details soon + NEW LOCATION ANNOUNCEMENT NEXT WEEK. 💚
I hope seeing the numbers gives you a little perspective into what it actually takes for small businesses to survive on Main Street.
