How We Planned 2026:

Building Worlds With You

When I sat down to plan 2026 for SET, I didn’t start with trends or what other brands were doing. I started with you. With every DM, every comment, every piece of feedback you’ve shared over the past year. Because here’s what I’ve learned after eight years of building this brand: SET isn’t mine. It’s ours.

Listening Is Everything

I know “listening to your community” sounds like typical founder speak. Everyone says it. But here’s what it actually looks like for us: You ask for a specific product. A certain style of pant, a color combo you’ve been wanting, colors that feel right for how you actually live. And we make it. Almost everything you’ve asked for is coming…this year.

But we don’t just stop at the product. We take what you’re asking for and build entire worlds around it. Worlds that you get to step into and make yours. Because a pair of pants is just a pair of pants until it’s part of something bigger. A story, a feeling, a place you want to exist in.

That’s what 2026 is about. Taking your requests and turning them into experiences. Into worlds.

Why Community Matters More Than Anything

I’ve been thinking a lot about what makes a brand actually matter. Not just successful in terms of revenue or growth metrics, but matter in people’s lives. And I keep coming back to the same answer: it’s community.

When I started SET eight years ago, I didn’t have a massive marketing budget or connections in the industry. What I had was a genuine desire to build something with people, not just for them. To create a brand where you felt seen, heard, and like you were part of the story we were telling.

That’s still what drives every decision we make every single day. When we’re in product development meetings, I’m thinking about the messages you’ve sent or I pause the meeting and literally say out loud “let me ask my broadcast channel”. When we’re planning campaigns, I’m thinking about what will make you feel something real. When we’re debating whether to take a risk on a collection, I’m thinking about whether it honors the trust you’ve put in us.

Because you could buy activewear anywhere. There are hundreds of brands fighting for your attention and your dollars. But you choose SET. You show up in our pieces. You tag us in your real, unfiltered moments, not just the perfect ones. You send me voice notes about what you love and what you wish was different. You care about what we’re building here.

That’s not something I take lightly. Ever.

The Feedback Loop That Built This Year

2026 didn’t come together in a conference room with a bunch of executives trying to predict what would sell. It came together through hundreds of conversations with you. Some of those were literal conversations through DMs, comments, emails. Some were through data, what you bought, what you returned, what you came back for again and again. And some were just through paying attention to how you actually live your lives.

You told us you wanted fun colors. Not just neutrals, but the pinks and unexpected color combinations that make you smile when you pull them out of your drawer. You asked for stripes and polka dots. You requested more crew necks because that’s what you actually reach for. You begged for lounge to come back, for pajamas to return. You told us you wanted Resort 2.0 because that first drop meant something to you.

We heard every single request. And we’re making it happen.

And so we built 2026 around that. Every single collection this year has a world attached to it. A story. A feeling. A place you get to exist in, even if just for a moment. Because you didn’t just ask for products. You asked for experiences. For something that makes you feel good, not just look good.

Welcome to No Service

Which brings me to our first drop: No Service.

This collection came from something I kept feeling myself and hearing from so many of you. This tension between wanting to spend time outdoors, in nature, disconnected from everything, and the reality that most of life happens everywhere else. At the coffee shop. Running errands. In back-to-back meetings. Picking up kids from school. Just living.

No Service is for that in-between space. It’s inspired by time outdoors, but it’s made for everywhere else.

We designed effortless layers in terrain-inspired tones. The kind of colors that feel grounded and real, not trendy. Browns and mossy greens and that perfect shade of cream that somehow works with everything. Pieces that are built to layer, rewear, and live in without overthinking it.

Because the goal isn’t perfection. It’s not about having the perfect outfit for the perfect hike or the perfect plan for the perfect day. It’s about showing up ready for whatever happens next.

That’s what No Service means to me. It’s that feeling of being unreachable in the best way. Not because you’re physically somewhere remote, but because you’re present. Grounded. Not constantly checking your phone or worrying about the next thing. Just ready for what’s in front of you.

The pieces themselves are designed to move with you. To work for that morning when you actually do make it out for a hike, and then for the rest of your day when you’re just living your life. A full-zip that layers over a tee that works under a jacket. Pants that look intentional but feel like sweats. The kind of things you pull on and immediately feel like yourself.

This isn’t about creating a costume or trying to be someone you’re not. It’s about feeling comfortable and confident in what you’re wearing, no matter where the day takes you. It’s about that quiet moment when you catch your reflection and think, “Yeah, I feel good.”

Building Worlds You Want to Live In

No Service is just the beginning. We have the City of Valentine coming. A world we’re building for Valentine’s Day that’s going to be immersive and romantic in a way that feels true to SET. Anddddd SET’s Flying Service takes you somewhere completely different. That vintage hoodie with the floatplane graphic you might have seen is just the tiniest preview.

And that’s still just a sliver of what’s coming. I’m sitting here looking at the full year plan and I keep having to stop myself from telling you everything. There’s so much. So much color, so much joy, so many of those specific requests you’ve sent coming to life in ways I think are going to surprise you.

But here’s what I want you to understand, seriously lock in when you read this please. None of this happens without you. The reason we can take these creative risks, build these worlds, invest in these partnerships, it’s because you’ve shown up. You’ve supported this brand when it would have been easier to just scroll past. You’ve told your friends about us. You’ve trusted us with your hard-earned money and your precious time.

Every world we build is one you helped create. Every collection we drop exists because you made space for SET in your life.

What Community Actually Means

I think a lot about what the word “community” means in the context of a brand. It gets thrown around so much that it almost loses meaning. But for me, it’s pretty simple.

Community means I’m not building this alone. It means your feedback shapes what we make. It means when we mess up, and we do, you tell us, and we get better. It means when we do something right, you celebrate with us like it’s your win too. Because it is.

Community means I can send a message to my team and say, “Our customer said she wants a specific pocket on this pant,” and we actually add it. It means I can scroll through hundreds of DMs asking for stripes and polka dots and think, “Okay, we’re doing this.” It means I can take a risk on a limited edition collection because I know you trust where we’re going.

It means I can be honest about the hard stuff. The production delays, the tough decisions, the moments I question everything. Because you’re in this with me. You’ve watched this brand grow from the very beginning. You’ve seen the stumbles and the wins. You know this isn’t just some faceless corporation churning out product. It’s a group of people who genuinely care about making something that matters to you.

And I know that might sound sentimental, but it’s the truth. After eight years of doing this, through the highest highs and the lowest lows, the thing that’s kept me going is knowing there are real people who care about what we’re building. Who see themselves in this brand. Who feel like they belong here.

There are nights when I’m lying in bed thinking about a decision we need to make, a collection we’re planning, a risk we’re considering taking. And I think about you. About whether this honors what you’ve told us matters to you. About whether this is something you’ll love or something that misses the mark. About whether we’re staying true to what SET is supposed to be.

That’s what I’m protecting. That’s what every decision comes back to. This relationship we’ve built. This trust you’ve placed in us.

What I Hope You Feel

When you put on a SET piece in 2026, whether it’s from No Service or any collection we drop this year, I hope you feel part of something.

Not just part of a brand, but part of a story we’re writing together. Part of a community that shows up authentically. Part of something that’s bigger than just clothes.

I hope you feel like you made the right choice trusting us. Like your feedback mattered. Like we’re listening and building something that honors what you’ve told us you want and need.

I hope when you pull on those pants you asked for, in those fun colors you requested, you feel seen. When you wear that crew neck you’ve been waiting for, you feel like we get you. When you slip into the lounge pieces aka waffle that are making their return, you feel at home.

I hope you feel ready for whatever comes next. Whether that’s an actual adventure or just the beautifully mundane reality of your everyday life.

And I hope you feel proud to be part of this. Because I’m proud of what we’re building together.

This Is Our Year

2026 is going to be incredible. I can feel it in my bones. Not just because of what we have planned, though I’m genuinely so excited I can barely stand it. But because we’re building it together.

Every collection drop this year is a love letter to this community. To the people who have believed in SET from the beginning and to the people just finding us now. To everyone who has ever sent a DM, left a comment, shared feedback, or just quietly supported us by choosing to spend your money with a brand you believe in.

Thank you for being here. For showing up. For caring about SET like it’s yours. Because it is. It always has been.

Let’s make this our best year yet.

XX,

Lindsey