In a world of beige basics, blink-and-they’re-gone trends, and clothes that can feel a little too well behaved, G Soul Co. is refusing to whisper. The Scottsdale-based apparel brand blends comfort, color, humor, healing, and self-expression into pieces made for the hard days, the brave days, the errand days, and the “I need to feel like myself again” days.
Located at 8711 E. Pinnacle Peak Road, Suite C-101, in Scottsdale, G Soul Co. has grown from a heart-led apparel idea into a lifestyle brand with a point of view. Its collections include yoga sets, sweat sets, oversized tees, and everyday staples with personality. Founded by Gretchen Seeck, the brand is part of Haus of GS, a creative and wellness collective that also includes coaching, storytelling, and The Nut Farm Podcast, co-hosted by Seeck and her best friend and business partner, Missy Stern.
“When I started G Soul Co., the heart of it was always the same,” says Seeck, founder of G Soul Co. and Haus of GS. “I wanted to create something that helped people feel safe enough to be themselves and strong enough to move through whatever was in front of them. The brand has evolved, but the why has never changed.”
Today, G Soul Co. is built around what Seeck calls “classic with an edge.” The pieces are comfortable enough to live in, bold enough to be noticed, and personal enough to feel like they were made for more than just getting dressed.
The current collection leans into saturated color, from new skirt sets in pop green and purple to the Sunshine Set in bright yellow, burgundy, terracotta, and classic black. New sweatshirts, oversized tees, colorways, and expanded set options are also expected as the brand grows.
“The world can be boring and trend-filled if we let it,” Seeck says. “G Soul Co. steps outside of that box. We use bright colors, unique designs, and pieces that challenge people to take up space, try something different, and be a little bolder than they were yesterday.”
The G Soul Co. Experience Includes:
- Yoga Sets: Soft, flexible sets built for movement, travel, errands, school pickup, coffee runs, and the kind of days that ask for comfort with a little attitude.
- Oversized Tees: Easy, lived-in staples with personality, designed to be thrown on, worn out, washed, repeated, and loved into regular rotation.
- Sweat Sets: Cozy, expressive pieces made for feeling grounded, pulled together, and fully yourself, even when the day is doing the most.
- Bold Color: Bright, playful colorways that move beyond basic athleisure and invite customers to step outside the neutral zone.
- Heart-Led Details: Sayings, packaging, design touches, and small surprises shaped by Seeck’s life experience, recovery journey, humor, and belief in healing through self-expression.
For Seeck, clothing can become emotional armor, a reset button, or a soft place to land.
“I design for the person who needs something soft to throw on when they’re sad and need comfort,” Seeck says. “I design for the person who gains confidence through fashion, for the person who needs a safe space to retreat and recharge, and for the person who is doing hard things. These are the pieces you can’t wait to pull out of the dryer and wear again.”
Each piece begins with Seeck’s creative process, closet needs, sayings, and lived experiences.
“You always get a little country, a little gangster, a little Buddha, and a whole lot of love and healing,” Seeck adds. “Everything comes from my heart. From the first idea to the packaging, it all carries the same message: discover, feel, and be you.”
As G Soul Co. grows, the brand is becoming more connected to Haus of GS, which brings together Seeck’s work in apparel, coaching, recovery advocacy, and storytelling. That mission carries through The Nut Farm Podcast, where Seeck and Stern bring humor, honesty, and real-life conversation to healing, sobriety, motherhood, mental health, friendship, and the chaos of being human.
“G Soul Co. is not about pretending life is perfect or dressing like everyone else,” says Stern, COO of G Soul Co. and co-host of The Nut Farm Podcast. “It is about showing up as you are, finding comfort when you need it, finding courage when you can, and remembering that being yourself is the whole point.”
Stern said the brand’s growing community reflects the same spirit behind Haus of GS and The Nut Farm Podcast.
“Whether it is style, coaching, conversation, or comedy, the goal is the same,” Stern says. “We want people to feel less alone, more themselves, and maybe laugh a little while they are doing the work. G Soul Co. gives people something they can actually wear while they are becoming who they are.”
G Soul Co. is located at 8711 E. Pinnacle Peak Road, Suite C-101, Scottsdale, AZ 85255. For more information, visit gsoulco.com, hausofgs.com, or thenutfarmpodcast.com.
