Mabel is a new, bold, outdoor womenswear brand, rooted in sustainability, inclusivity, and joy. Our colors, logo, and brand standards are all meant to reflect this, and encourage you to get outside in the ways that are most fulfilling to you. Our name, “Mabel” is meant to represent both a maple tree, a symbol of strength and endurance, and a character we think represents our customers - a woman who is strong and enduring, and approaches the outdoors with a sense of joy and play, with respect for what nature has to offer us.