welcome to basic.


founded in 2016, basic. is a slow fashion + ethical lifestyle shop based in birmingham, alabama.

with an ethos centered around people + planet, we stock responsibly-crafted apparel and goods for folks who care about where their stuff comes from.

many of our brands own their production outright, and others craft their pieces themselves and/or in partnership with skilled artisans. regardless, all items in our shop were made in dignified environments by individuals paid a living wage.

in addition to contributing a portion of every sale to groups doing work for human rights— we also frequently partner with other folks working to create a more just and equitable society. learn more about each below.

thank you for supporting our impact-focused, women-owned small business. we couldn't do it without our community— and we're immensely grateful.

xoxo,
the basic. team

we love sharing our shop

next time you're in the area, get your craft coffee + chocolate fix at grounds.

meet our team

founder + creative direction

lacey woodroof

drawing on a background in finance, a deep care for people and planet, and a love of the south, lacey founded basic. as a space to learn + grow in community.

co-owner + director of ops

gabby holloway

in addition to her skill with creative, gabby's eye for detail and attention to caring for both our customers and team are invaluable.

co-owner + development

marisa mitchell

after more than a decade of success as the cofounder of swaddle in homewood, marisa joined basic. in 2021 and has been instrumental in our growth ever since.

art direction + shop team

sonya muhammad

with a background as an artist and a formal education in fine art, sonya is our resident art curator and in charge of our gallery space.

photography direction + shop team

zoë gage

there's not a whole lot zoë can't do creatively, and part of the reason we look so good (literally) is her talent behind the camera. she's also the friendliest face in our shop, and chances are she's made your day if you've been in!

as seen in