Fashion designer and owner Kimo Frazzitta began Effie’s Heart Clothing in 2006, working out of her Santa Clara, CA home. Kimo’s passion for life and fashion adventure was inherited from her family’s generations of funny and intelligent women. The company’s namesake, Aunt Effie, was born in 1937 in Tulsa, Oklahoma. Growing up, Kimo’s mother would tell wild and colorful stories about Aunt Effie and how she threw crazy theme parties, made all of her clothing by hand, and was always dressed to the nines. Effie’s Heart honors her vivacious spirit of originality and extraordinary lust for life.