Our Founder
In 2017, before launching Cry Baby, Esma shared a powerful message about mental health and emotions—at a time when it wasn’t widely accepted. This message remains at the heart of everything we do:
Since then, Cry Baby has gained support from icons like Ariana Grande, Doja Cat, Madison Beer, and top social media influencers.
Esma founded Cry Baby to bring vintage-inspired clothing into the modern fashion world, drawing from old TV shows, movies, and runway looks. Fashion from those eras felt timeless, and she wanted to bring that charm into today’s style. One of the first pieces, the Teddy Jacket, was inspired by her teacup poodle and quickly became a must-have. Soon after, shearling and teddy coats were everywhere.
Cry Baby truly took off with Esma’s viral Rachel Green-inspired plaid skirt, shifting the perception of nostalgic fashion. The brand was also one of the first to create a moodboard-style Instagram feed. Inspired by her days on Tumblr, Esma didn’t want to just showcase clothes but build a relatable space where you can scroll endlessly for any type of inspiration.
From the beginning, we focused on creating the perfect fit for every piece. Esma, frustrated by jeans with awkward front rises and waist gaps, was determined to design pieces that fit just right. She made sure to offer a range of inseams and spent countless hours perfecting every measurement to ensure each garment was tailored with precision and had a flawless fit.
We’re more than just a clothing brand—we're a lifestyle and a community that embraces the highs and lows together. We’d love for you to be part of our story.
Thoughtfully crafted
with careful attention to detail.
Sustainability at
Cry Baby
Our commitment to sustainability is woven into the very fabric of our identity. We collaborate closely with a small, dedicated factory in China, where we’ve fostered a strong relationship since our very first days. We deeply believe in their mission, ensuring that our workforce is treated fairly and works in a safe, clean environment, free from undue stress. All our manufacturing partners have signed ethical agreements, reflecting our shared values.
Our collections are thoughtfully designed in-house in Los Angeles, inspired by concepts that resonate with us. We create our pieces with intention, selling them until they’re gone—no waste, no wholesale. We proudly use only the finest fabrics, including organic cotton, linen, recycled polyester, and Tencel. With the goal of becoming 100% plastic-free in the coming years, we ensure all materials are biodegradable or recycled, supporting our commitment to sustainability. Natural dyes enhance the beauty of our pieces while remaining kind to the planet.
Our packaging reflects our values as well. We use recycled mailers and encourage our customers to recycle, too. Our shipping boxes are crafted from recyclable cardboard, and our tote bags are made from 100% organic cotton. Our tags are made from cotton, and our marketing materials utilize 100% post-consumer recycled paper, ensuring that every touchpoint is as eco-friendly as possible.
While we acknowledge that we are not fully perfect yet, we are committed to ongoing improvements toward sustainability. We are dedicated to making meaningful changes and striving for greater sustainability with every step we take. Our journey is one of continuous growth, and we welcome feedback from our community to help us improve. Together, we can create a positive impact and inspire others to join us in this mission. Each purchase contributes to a more sustainable future, allowing us to bring beautiful, responsible fashion to life.