Hi, I’m Gina Rockenwagner! I founded SOFT HAUS in 2015 as an ethical, sustainable fashion line.
I first started knitting at age 10 and have not put down the needles since! After studying fashion design at The School of the Art Institute of Chicago, I moved to New York City to pursue a career in knit design, finally settling in Los Angeles, California in 2018, where I now live and work!
As the daughter of professional chefs, I know the best raw materials make the highest quality finished product. So in 2012, I travelled to Peru in search of the softest alpaca, the finest Pima cotton, and the warmest wool. What I discovered there, a community of the most talented knitters and dyers, pleasantly surprised me. Over the years visiting this beautiful country, I discovered Peru’s commitment to eco-friendly and ethical practices, giving women and men a way to earn a fair income making a sustainable product in safe working conditions.
We are proud to partner with artisans at every step of our process.From the shepherd in the Andean highlands who raises the cuddly alpaca for their wool, to the dyer who naturally dyes every skein of yarn by hand, to the skilled knitters who hand make every piece, each and every artisan contributes their hard work to making the beautiful clothing we offer here at Soft Haus. We believe that women are the foundation of a strong community. When you give a woman income, she invests in herself, her family, and the education of her children. We are happy to support women and developing communities, through everything we make.
In addition to our partners in Peru, we also work with small, local producers in Los Angeles. The majority of our garments are made using “deadstock” fabric, meaning leftover or excess fabrics that are no longer needed by fabric mills or other fashion brands. These fabrics often end up in landfills, but by repurposing them we aim to minimize their waste and impact on the environment. A lot of the time, this fabric is available to us in limited quantities and while we typically only make between 50 to 100 garments per style, sometimes we are limited to as few as 25! By working with a small factory, we are able to manufacture in these small batches and avoid contributing to the widespread problem of overproduction. We don't participate in the fast fashion industry. We are trailblazing the mindful fashion industry.
Want more information about our company, products, or practices? Don’t hesitate to get in touch!