Shop Small Stories: moorlow
Tell us about your business!
moorlow is a women-founded pickleball apparel brand redefining activewear through style, function, and purpose. Recently featured in The Washingtonian, FOX5’s “Good Day DC”, pickleball.com, and Bethesda Magazine, moorlow has been spotted on Katie Couric, Alyssa Farah, and athletes competing in the U.S. Open.
Founded by three women who met on the pickleball court, moorlow was created to make fashion fun and health the point. Our elevated court-to-coffee designs are crafted with sculpting performance fabrics, flattering silhouettes, and joyful colorways—all designed to move through every part of a woman’s day. With every purchase, moorlow gives back: $2 from every order supports brain health education and research through our partners, BrightFocus Foundation and Hilarity for Charity.
How long have you been in business?
Less than one year
What inspired you to start your business?
We started moorlow because we saw a gap — not just in activewear, but in how women were being invited into movement. We wanted pieces that made us feel confident, comfortable, and excited to show up for ourselves. And we wanted those pieces to matter. As women who care deeply about brain health, fashion, and community, moorlow became the perfect way to blend all those passions into something joyful, purposeful, and boldly our own. Pieces that make you smile when you put them on and spark conversations that matter. Fashion that fuels your mood and supports your mind. That’s what got us started — and what keeps us going.
What’s been your biggest challenge as a small business owner — and how did you overcome it?
We’re not three moms with a cute side hustle! From day one, our biggest challenge wasn’t the business plan, the strategy, or the vision - it was shattering the stereotype. People expected a passion project. What they got was a brand with purpose, precision, and serious momentum. We showed up with a thoughtful roadmap, a well-researched market strategy, and a bold plan to scale - not someday, but intentionally and smartly. Still, earning belief took grit. Whether we were pitching to investors before a single piece hit the court, sharing our early website and socials, or setting up pop-ups with racks full of heart and hustle, the response was almost always the same: “Wow. We had no idea you were this legit.” What fueled our momentum was our willingness to learn, refine, and level up in real time. We listened. We asked smart questions. We absorbed feedback. We retuned, reworked, and re-emerged stronger, sharper, and more confident every step of the way. We owned what we knew and embraced what we didn’t. And when we needed more, we leaned into the power of our network and our collective brilliance.
What’s something special about your neighborhood community or customers that keeps you motivated?
Our community is full of women who show up with joy — not just to the court, but to life. They’re stylish, curious, community-minded, and always ready for movement with meaning. Watching people light up when they try on a piece or tell us how moorlow makes them feel... that’s the fuel. They rally around each other, they rally around brain health, and they rally around us. It’s the best kind of momentum.
What advice would you give to someone looking to start a small business in DC?
Start with your “why,” not your “what.” DC is a place full of smart, driven, mission-oriented people — they connect with purpose first. Gather the right people around you, and don’t be afraid to ask, iterate, and rally. DC moves fast, but it’s full of generous, smart, community-first energy. Build something that feels true to you, and the city will meet you halfway.
Favorite thing about DC?
The energy. The people. The sense that everyone’s working toward something bigger — and doing it with style. Whether you’re walking through a neighborhood market, running along the canal, or hitting a weekend pickleball match, DC has this buzz that’s equal parts playful and purposeful.