Back in 2007
In 2007 this was the About page of the original Dear website.
Hi, we’re Dear ♡ We’re a small, independent, Y2K-inspired clothing brand with a soft spot for pink, baby blue, hearts, stars and the kind of tiny T-shirt you’d wear to a 2000s sleepover. This is our story, what we believe in, and what we’re making first.
Who we are
Dear is a playful, feminine clothing brand built around fun basics with a throwback twist. We’re not trying to be a giant fast-fashion store with a thousand new things every week. We’d rather make a few pieces you actually love, wear on repeat and keep for years.
Our first piece is the heart-and-star baby tee: a white micro-rib tee with a pink heart, a baby blue star and our “Dear” script logo. It’s coming in spring 2027, and you can join the waitlist at the bottom of this page.
Why the name Dear?
“Dear” is how you start a letter to someone you care about, and that’s the feeling we want our clothes to have: sweet, personal, a little nostalgic. The name also has history. An original Dear clothing line was sold at Steve & Barry’s in 2007 and 2008, full of hearts, stars, stripes and shrunken fits. If you remember it, hi, we’re so glad you’re here. If you don’t, you can read the fact-checked story in the original Dear line, 2007–2008.
Today’s Dear is a brand-new, independent relaunch with new designs. We love where the name came from, and we’re excited about where it’s going.
What we make
The heart-and-star baby tee
The baby tee is the most Y2K shirt there is: small, fitted, cropped, short sleeves, and always cute. Ours is made in a soft, stretchy micro-rib knit so it hugs without squeezing. The design is simple and happy: one pink heart, one baby blue star, one little “Dear.”
Why start with just one piece?
Because we want to get it right. Starting with one tee lets us focus on fit, feel and print quality instead of rushing out a huge collection. New pieces will only be announced when they’re real and ready, on Drop News.
What we believe in
Playful over perfect
Fashion should be fun. We love a pastel color story, a butterfly clip and an outfit that makes you smile in the mirror.
Fit matters
A baby tee lives or dies by its fit. We’ll publish full measurements before the tee goes on sale, and our baby tee sizing and fit guide explains how to measure yourself and pick your size.
Wear it again and again
We’d rather you wear one tee a hundred ways than buy something once and forget it. That’s why our Lookbook and how to style a baby tee guide are all about remixing what you already own.
Honest and simple
No fake hype, no made-up countdowns. If we don’t know something yet (like final pricing or shipping details), we’ll say so, and we’ll tell the waitlist first when we do.
The Dear aesthetic
If Dear had a moodboard, it would include:
- Pink and baby blue, with lots of white space
- Hearts, stars and sparkly little details
- Micro-rib knits, lace trims and soft layers
- Low-key 2000s nostalgia: glitter gel pens, flip phones, sleepover diaries
- Baggy jeans, pleated minis, cargos and chunky sneakers
New to the 2000s vocabulary? Our Y2K glossary explains everything from baby tees to baguette bags.
Why Y2K, and why now?
The late-1990s and 2000s look has been one of the biggest style revivals of the past few years, and the baby tee is right at the center of it. It’s easy to wear, it works with nearly everything, and it brings a little joy to a plain pair of jeans. For us, Y2K isn’t about copying the past exactly. It’s about taking the fun parts (the color, the playfulness, the cute basics) and making them feel fresh and well made.
Where to find us
Right now, this website is home base. Here’s where to go next:
- Dear Journal: style notes, sizing help and stories behind the brand.
- Lookbook: outfit formulas built around the baby tee.
- Dear Club: what you get when you join the waitlist.
- Drop News: launch updates as they happen.
- FAQ: answers to the questions we hear most.
About Dear: FAQ
Is Dear a big company?
No. Dear is a small, independent brand.
Who is Dear for?
Anyone who loves pink, playful, feminine style and a little Y2K nostalgia. If a heart-and-star baby tee makes you happy, Dear is for you.
Is this the same Dear brand from 2007?
The name is shared with the original Dear line sold at Steve & Barry’s in 2007–2008, but today’s Dear is a new, independent relaunch with new designs. Read the history post for the facts.
When does Dear launch?
Our first piece, the heart-and-star baby tee, is coming in spring 2027. The waitlist hears first.
Will there be more products?
We’d love that, but we’ll only announce new pieces once they’re real. Follow Drop News for updates.
A little note from Dear
Dear reader, thank you for being here early. Building a brand from one tiny T-shirt is a slow, careful, very pink process, and every person who joins the waitlist makes it feel more real. We can’t wait to show you the finished tee, and we promise to share the details honestly as they come together. Until then, browse the Journal, play with outfit ideas in the Lookbook and tell us what you’d love to see next. With love (and a few hearts and stars), Dear ♡
What “playful and feminine” means to us
Feminine doesn’t mean fussy. To us, it means soft colors, sweet details and clothes that feel like you on a good day. Playful means not taking fashion too seriously: mixing a baby tee with cargos, adding a butterfly clip to a blazer look, or wearing pink on a Tuesday just because. Dear is for anyone who likes their style a little sweet and a lot fun.
How we think about quality
A fitted tee only works if it keeps its shape. That’s why we started with a stretchy micro-rib knit and why we’re taking time to get fit and print right before the first drop. We’ll share full fabric, care and sizing details on the product page so you know exactly what you’re getting.
Join the Dear waitlist ♡
Be first to know when the heart-and-star baby tee drops in spring 2027. Pop your email in below and we’ll send a sweet little note the moment it’s ready.