Shade has made modesty fashionable

In solving one of her own problems, Chelsea Rippy solved the problem of thousands of other women — and created a successful company, Shade Clothing, that makes hip, modest clothing.

Prior to founding American Fork-based Shade, Rippy was continually frustrated while shopping for clothes. She could not find stylish shirts and blouses that were also modest — either they gaped open too much at the top, or they were too short and pulled up at the bottom.

Rippy decided to do something about it, going to the Internet to research fabrics, manufacturers and ways to distribute her product. The result was a line of T-shirts and camisoles that allow modest-minded women and girls to wear current fashions while staying comfortable.

Rippy decided early to sell her products through both retail stores and home parties, strategies that have helped Shade to explosive growth. The company now employs more than 100 people and operates out of a 5,000-square-foot warehouse.

In the future, Rippy plans to expand the company's sales points to kiosks in malls and further enhance Shade's relationships with retailers.

The company also recently hired an experienced designer to expand its clothing offerings beyond undershirts and into original designer fashion.