It started as a childhood passion, a knack for pairing the perfect pieces and lending out her closet treasures to friends in need of a little style magic. For Ashley, fashion wasn’t just a hobby—it was a love story. But like so many creative dreams, hers took a detour. “After finishing school, I got accepted into my dream fashion degree, I was so excited! That excitement was short lived when a mentor at the time advised me to put my brains to better use and pursue something more ‘reliable’.” Against the pull of her heart, Ashley followed the advice and pursued an economics degree—a choice that set her on a six-year journey in property development.

Fast forward a few years, and Ashley found herself navigating the world of project management. But the desire for something more creative never faded. “Three years into that career, I knew I needed more. I wanted to feed my creative side and at the same time, started to develop a very keen interest in the idea of building a business.” Her fascination with startups ignited a new spark—hours spent binge-listening to podcasts on her commute, captivated by everything from product development and logistics to marketing and scaling.

The defining moment came during Ashley’s honeymoon in Sicily—a scene straight out of a romantic film. “I was feeling anxious about returning to work, and my husband could see it. He asked me point blank, ‘If you quit your job, what would you name your brand?’ I said, ‘Capsule Wardrobe,’ followed by a bold claim that if the name was available, I’d resign as soon as we got back.” It was a fateful gamble, but as Ashley discovered, sometimes fate has a way of surprising you. “Over a plate of pasta in Taormina, we registered the name (Capsule Wd. and Capsule Wardrobe), secured the domain and social handles. It felt like fate.”

An exclusive first look at Capsule Wd.’s launch collection

Launching a fashion brand without a background in the industry might intimidate most, but Ashley’s experience in property development proved invaluable. “As a project manager, I was constantly expected to solve unique problems and break big challenges into smaller, actionable steps. That mindset has been invaluable for building Capsule Wd.”

But even with a plan, the road wasn’t without its bumps. Networking, Ashley explains, became a lifeline. “I’ll never forget a mentor telling me to never underestimate how willing strangers are to help. I took that advice in my stride and reached out to as many people as I could, founders, experts, and anyone who had walked a similar path.” Those conversations became the foundation of her business, helping her navigate suppliers, production, and marketing.

“I feel really fortunate to be starting a business at this point in time,” Ashley reflects. The wealth of resources available today, from online guides to collaborative communities, gave her the tools to bring Capsule Wd. to life. From the very beginning, Ashley brought her engaged social media audience along for the ride, sharing her outfits and the highs and lows of her founder journey across TikTok and Instagram. Transparency wasn’t just a strategy; it was a priority. “I wanted my audience to feel genuinely connected to both me and the brand,” she explains. That sense of authenticity fostered a community of like-minded women—women who, like her, sought a wardrobe that felt intentional, effortless, and elevated.

Beyond her own brand, Ashley’s collaborations with established names over the past year have provided invaluable insight into the world of marketing and creative campaigns. “It’s taught me what works, what doesn’t, and how to engage audiences effectively,” she says. That hands-on experience has been instrumental in shaping her approach to Capsule Wd., ensuring that every detail—from product design to messaging—feels considered, compelling, and built to resonate.

@ashley.raso A little bit about me 👋🏽 #startingabusiness #founderstory #fashionbusiness #startupstory #founder #fashionstartup ♬ original sound - 🤍🥥S•phia🐚🍨

The name Capsule Wd. isn’t just clever branding—it’s a mission statement. “We’re in a world where overconsumption is encouraged. More clothes, more trends, and it creates both environmental harm and confusion for consumers.” Ashley’s vision is one of simplicity and intention, offering pieces that work together seamlessly. “When I used to hear the term capsule wardrobe, I’d immediately think of something dull and uninspired. My mission is to prove this stigma otherwise.”

Ashley’s first collection is the antithesis of dull. Designed with the busy, style-conscious woman in mind, the pieces are versatile yet elevated, practical yet striking. “Every piece is designed to be versatile, with thoughtful details that feel cool and edgy but still timeless,” she explains. Beyond the clothes themselves, Ashley has introduced a unique feature to her website, offering styling tools that make it effortless for women to look and feel their best. “We’ve done the work for them so they can step into their most empowered and stylish selves without overthinking.”

At the heart of the brand is the Capsule Wd. woman: confident, self-assured, and unapologetically chic. “She values her appearance—looking good and feeling stylish are non-negotiable. But she doesn’t have the time or patience to curate her wardrobe every morning. She wants clothing that simplifies her life, fits seamlessly into her routine, and empowers her to tell her story through fashion without saying a word.”

Ashley’s personal aesthetic—grounded in functionality and intrigue—has shaped every design. “It’s all about having a strong foundation of reliable pieces and knowing how to style them in ways that feel like your truest self,” she says. Her authenticity resonates with women searching for simplicity without sacrificing style.

Ashley dressed in Capsule Wd.

Reflecting on her journey, Ashley has one key takeaway for those chasing their dreams: trust yourself. “I’d tell myself to trust the process and not overthink things. In the early stages, it’s easy to feel like you need to have every answer right away, but the reality is that you learn by doing.”

Her advice extends beyond the challenges of starting a business to the beauty of the journey itself. “Lastly (and probably most importantly), I’d tell myself to enjoy the journey. There’s so much pressure when you start a business, but those early moments of creation and possibility are truly special.”

With Capsule Wd., Ashley is redefining what it means to get dressed. Her debut collection, set to launch in mid-March, is a movement toward intentional, empowered style. And if her journey is any indication, Capsule Wd. is set to become the go-to for women looking to simplify their wardrobe while amplifying their confidence.