Designed for Discovery

In the heart of every child is an innate curiosity, and a playful sense of mischief and wonder. And kids become their best selves, by being their authentic selves—an opportunity presented to them through the expression of their personal styles.

These tenets are the foundation for Finding Foxtale, a friendship-driven clothing company that offers enriching, curated shopping experiences. By combining two formative experiences of self-discovery—the everyday activity of getting dressed, and the beloved tradition of storytelling—children can envision themselves anew, and help others to do the same.

Finding Foxtale, operating under the adult clothing company cabi, was dreamed up by five founders who have a 20+ year history in direct sales of little girls’ clothing with Matilda Jane Clothing. One Lucky Guitar leaned on their passion and cabi’s long-standing expertise to comprehensively develop the Finding Foxtale brand—from name consultation, to brand ideology, to visual identity. We also provided photo and video direction and production, print collateral and concepting and production for their kickoff event and fashion show.

Thank you, cabi and Finding Foxtale, for trusting us as your partners in telling your story!