STAINED is a Chicago-based denim and lifestyle brand founded in 2025 by Lilly Frentzel. Though the brand officially launched in 2025, the idea has been evolving for nearly five years: a culmination of countless sketches, late-night brainstorms, and a lifelong love of clothing that tells a story.
Growing up in a house full of sisters, style was more than just clothes; it was a shared language. We loved fashion so much that the most useful gift we received from our parents growing up was locks for each of our closets to keep each other from “borrowing” our favorite pieces. Even as we've grown older, swapping clothes remains one of our favorite ways to connect—though the occasional missing Jenni Kayne sweater is practically a family tradition.
That personal foundation is part of what makes STAINED special. It’s not a corporate vision but a founder-led dream built from the ground up. I’ve always been the type of person whose mind never stops—equal parts creative and strategic, with a drive to figure things out and make them happen. I got my first real taste of building something with my custom-painted denim jacket business back in high school, and even then I knew I had what it would take to one day build a brand of my own. From there, every step—from the way I approached my education to the paths I chose in my early career—was about laying the groundwork to make STAINED a reality. It was never a question of if, just when.
Every element of STAINED is intentional. I’ve taken the lead on design development, sourcing, manufacturing partnerships, and brand strategy to ensure each piece lives up to my vision of quality, versatility, and meaning. STAINED is about more than clothes; it’s about creating garments that are personal, durable, and designed to evolve with you.
OUR ANGEL
At STAINED, what you see on the outside is only part of the story. Every garment we produce will carry a small angel stitched inside, hidden from view, but always with you.
This tradition is deeply personal. Though our family is made up of sisters, there has always been one more with us in spirit. My parents made sure we never forgot it: every year, our holiday cards included an angel, a quiet reminder that someone was watching over us. It’s a symbol of love, memory, and the comfort of knowing you’re never alone.
That’s why every STAINED piece will carry that hidden angel on the inside. It’s for you alone to know—a subtle but powerful promise that you are supported, guided, and connected, no matter where you go or what you face.
OUR PURPOSE
We’re here to make clothes you want to live in. Wear out. Spill on. Dance in. Travel with. Pass down. We don’t believe in disposable trends—we believe in pieces with personality and purpose that evolve with you. Because everyone has their own STAIN. That mark of imperfection? It’s proof of living. Of trying. Of learning. At STAINED, we hope you’ll embrace yours, wear it proudly, and keep making your mark on the world.