FROM A VERY young age, Yukon native Jessi Murray gravitated toward fashion.
“I would organize my mom’s closet,” Murray says. “I would beg people to let me organize their closets.”
Growing up in Oklahoma City, Ãnna Frost showed a similar inclination. At age three, she would scream if anyone tried to make her wear something she didn’t like. And as a preteen, Frost printed pictures of fashion icon Gwen Stefani and taped them all over her bedroom wall.
Though Frost and Murray attended the University of Central Oklahoma at the same time, their paths didn’t collide until after graduation at a photography launch party. They admired each other’s style, so they linked up on Instagram, but that’s where things ended for a while.
In 2017, Murray got the idea for a subscription-based retailer modeled on a clothing rental store in Amsterdam called LENA. She spent time refining her concept —when she wasn’t working with her husband at his marketing agency, Spark—and filling her living room with clothes.
“Chris was the only one helping me,” she says. “He said, ‘Babe, I think you need to get a business partner.’”
Murray quickly realized who she wanted to ask.
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