Omgirl

What Omgirl does

Omgirl is a privately-held, founder-owned women's activewear and lifestyle apparel brand founded in 1997 by Megan Fielding and headquartered in Calabasas, Los Angeles, California. The company designs and manufactures leggings, tops, and lifestyle garments using organic cotton, with a distinctive emphasis on proprietary hand-dyed techniques such as tie dye. Manufacturing is conducted in Los Angeles, and the company employs between 11 and 50 people, indicating a small, founder-led operation.

The business operates a dual-channel model: direct-to-consumer (DTC) sales through its Shopify storefront and a wholesale channel that extends reach into third-party retail. Product pricing spans approximately $18 to $98 across the assortment. The brand maintains a cadence of themed collections, including Dreamy Gauze, Watercolor Tie Dye, the Nomad Collection, and Kundalini Whites, alongside ancillary offerings such as digital gift cards. International shipping is offered on a limited basis, with the United Kingdom and Australia explicitly excluded.

Omgirl has operated for 27+ years without external funding, suggesting a self-funded, stable business model. Geographic reach is concentrated in the United States, and there is no disclosed use of AI, third-party technology platforms beyond Shopify, or external capital. The company's strategic posture is consistent with a small, design-led lifestyle brand rather than a venture-backed growth business.

Name

Omgirl

Legal name

Omgirl

Website

https://omgirl.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Omgirl is a Los Angeles-based, founder-owned women's activewear and lifestyle apparel brand founded in 1997, selling organic cotton, hand-dyed leggings and tops through its own Shopify store and a wholesale channel.

Ownership category

akta.pro rank

Product category

Organic Activewear and Lifestyle Apparel

NAICS

Apparel Manufacturing (315), Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Merchant Wholesalers (424350)

SIC

Retail-Women's Clothing Stores (5621), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Women's, Misses', Children's & Infants' Undergarments (2340), Retail-Apparel & Accessory Stores (5600), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industry

Intimates, Hosiery & Sleepwear Wholesale (CRAOADAG)

Keywords

• Organic activewear
• Yoga apparel
• Hand-dyed tie dye
• Organic cotton clothing
• Women's lifestyle apparel

Headquarters

HQ city

Calabasas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through their Shopify-powered online storefront selling directly to consumers. Products include activewear, lifestyle apparel, bras, tops, bottoms, leggings, and accessories.
2. Wholesale: Wholesale inquiries are handled via [email protected], indicating a B2B wholesale distribution channel alongside direct-to-consumer sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Omgirl designs, manufactures, and sells organic cotton activewear and lifestyle apparel, including bras, tops, leggings, capris, pants, dresses, and lifestyle pieces, all made in Los Angeles from fabric to finishing. The brand sells primarily through its direct-to-consumer e-commerce storefront, with a secondary wholesale channel for retail partners, and is known for its hand-dyed watercolor tie dye techniques and signature collections such as The Nomad, Dreamy Gauze, and Kundalini Yoga Whites.

Product overview

Omgirl is an organic activewear and lifestyle apparel company offering a unified product portfolio of yoga-inspired clothing. The core offering consists of organic cotton active bras/bralettes, active tops, leggings, capri shorts, active pants, lifestyle tops, lifestyle bottoms, and dresses/skirts. Signature sub-brand collections include The Nomad Collection (flagship leggings and flare pants), Dreamy Gauze (airy organic cotton pieces), Watercolor Tie Dye (hand-dyed studio pieces), and Kundalini Yoga Whites. The company also offers gift cards as an add-on. All products are proudly made in Los Angeles, California from fabric to finishing, emphasizing organic materials and sustainable manufacturing.

Differentiator

Problem solved

Functional benefit

Segments2 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Spiritual Gangster: Yoga- and wellness-inspired apparel brand selling activewear, leggings, and lifestyle clothing through DTC and wholesale. Comparable to Omgirl in its yoga-community roots, lifestyle/activewear mix, and conscious-consumer positioning.
• Beyond Yoga: Women's activewear and lifestyle apparel brand focused on buttery-soft leggings, tops, and everyday wear sold DTC and through wholesale. Directly comparable to Omgirl's core product mix of leggings, active tops, and lifestyle bottoms targeted at women.
• Hardtail Forever: Yoga-inspired women's apparel brand offering leggings, tops, and lifestyle pieces at accessible price points. Highly comparable to Omgirl in target customer (yoga-active women), product mix, and DTC-plus-wholesale model.
• Outdoor Voices: DTC-first women's activewear brand focused on technical and lifestyle athletic wear. Comparable to Omgirl in DTC orientation, women's activewear focus, and community-led brand positioning.

Broad incumbents

• Alo Yoga: Major yoga and athleisure brand with a wide assortment of women's activewear, lifestyle apparel, and accessories. Operates at significantly larger scale than Omgirl across the same product categories and customer segments.
• Lululemon: Global leader in women's technical activewear and lifestyle apparel. Competes with Omgirl across leggings, bras, tops, and lifestyle wear, but at vastly greater scale, capital base, and brand reach.
• Athleta: Gap Inc.'s women's activewear and lifestyle brand covering leggings, tops, bras, and travel wear. Overlaps directly with Omgirl's product categories and sustainability messaging at much larger scale.
• prAna: Sustainable activewear and lifestyle apparel brand offering yoga, travel, and everyday clothing. Closely comparable to Omgirl in sustainability/ethical-sourcing positioning and in the yoga-lifestyle product mix.

Emerging players

• Manduka: Yoga-rooted brand best known for mats and props, with a growing apparel line of yoga and lifestyle wear. Comparable to Omgirl in target yoga practitioner customer and in blending apparel with broader yoga-ecosystem positioning.
• P.E Nation: Activewear brand offering women's leggings, tops, and lifestyle apparel with a sport-luxe aesthetic. Overlaps with Omgirl in women's activewear and lifestyle categories, though positioned more fashion-forward.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/omgirlla
• Facebookfacebook.com/omgirlclothing

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Omgirl