Comfyist continues steady growth

Comfyist founder Amy Fallucca knows her customers—because many of them come back for more. Since launching her Milwaukee-based apparel company in 2021, Fallucca has maintained a clear vision: create high-quality, thoughtfully constructed athleisure that women want to wear.

The company’s flagship product is a uniquely designed camisole that offers integrated, rather than removable, bra cups and smoothing, structured fabric. The product hit the market in Q3 of 2024 to an enthusiastic local reception.

“I have a lot of customers who tell me they wear it every single day,” said Fallucca. “That’s the most reassuring feedback you can get.”

Comfyist’s signature cami is sold primarily through its website. Word-of-mouth has become one of the strongest growth drivers for the high-end athleisure garment. According to Fallucca, about 40% of customers are repeat buyers, often purchasing additional colors or backups for daily wear.

“Most people start with one and then come back for more,” she said. “They’ll say, ‘I need one to wear and one for the wash.’ That kind of loyalty means a lot.”

A boost from Project Pitch It

Last month, Fallucca appeared on the television show Project Pitch It, a local entrepreneur showcase that introduced her to a broader audience—and connected her with valuable resources.

In addition to a supportive on-screen experience, Fallucca received mentoring from one of the show’s resident entrepreneurs, which led to an introduction to Iron Joc, a local athletic wear brand. That, in turn, connected her with a new production team in Central America.

“Things are serendipitous like that,” said Fallucca. “People are so willing to jump in and help make connections I might not have found on my own.”

Staying lean, scaling smart

With sales growing and supply chain efficiency top of mind, Fallucca is now working on securing a long-term manufacturing partner that can meet her standards while lowering production costs. After an initial U.S.-based production run in Brooklyn proved financially unsustainable, she explored options in India and Peru before shifting her focus to Central America.

While cost is a key factor, product quality remains non-negotiable. Fallucca insists on the original smoothing, structured fabric and believes cutting corners would compromise what makes Comfyist unique.

“Everything I put out there needs to be something I love and would wear,” she said. “If it comes back and feels like a cheap tank top, what’s the point?”

She’s also watching international trade policy as she considers her next move. “Even with a 10% tariff, I’m still ahead compared to producing in the U.S.,” she said, noting that manufacturing costs stateside can be ten times higher. “It’s not something that keeps me up at night—but I’m keeping contingency plans in place.”

What’s next for Comfyist

Behind the scenes, Fallucca has brought on a marketing coordinator to strengthen Comfyist’s digital strategy and increase visibility online. She’s also re-evaluating her approach to retail, with plans to return to boutique partnerships when pricing and timing align.

For now, the company is focused on refining its supply chain, dialing in digital marketing, and preparing for future product development. “I think we’ll have that moment where we realize, ‘Oh, that’s what works,’” said Fallucca. “Until then, we’re staying agile, learning fast, and keeping quality at the center of everything.”

To learn more about Comfyist, connect with the company here.