Our brand, our style, our moment

We started a clothing brand and learned so much along the way

- By GABBIE and NOELLE SOONG

We've always had an entrepreneurial spirit. Growing up, my twin sister Gabbie and I would join Christmas bazaars every year, starting at just five years old. After the pandemic, when events began to return, we realized we wanted to sell something not just seasonally, but year-round. The spark came during a trip to Europe.

We noticed a small boutique with a line of teenage girls outside. Most of the time, we only found clothes we loved when traveling abroad. We wanted to bring that experience home.

That's how In the Moment Apparel was born. The brand came from the things that make us happiest: video editing, planning events, fashion, spending time with friends, and the beach. It became a way to combine those passions into something meaningful. Work for In the Moment doesn't feel like a chore. It feels like doing what we love. And that joy is what helps us balance academics and business. It gives us energy even on the busiest days.