Katarisha Burch
Founder, New Focus Apparel
In 2018, I had a vision of starting a brand. At the time, I had no idea what it would be called, what I would sell, or who my audience would be. But what I did know was how I wanted people to feel when they connected with it — powerful, inspired, motivated, and supported.
Over the years, that vision became clearer. I knew this was about more than clothes — it was about purpose. One day, the name hit me: “New Focus.” I remember thinking, “I’m going to create the dopest apparel line.” That was the birth of New Focus Apparel, officially launched in November 2020.
Why the Name New Focus?
When I imagined the brand, the word “Focus” came straight from my heart — but it needed more. This was a new journey, a new opportunity, a new beginning. So I added the word “New” — and to top it off, Apparel for a little razzle dazzle.
New Focus is more than a name. It’s a reminder to shift your mindset, own your worth, and stay focused on what matters — no matter what life throws your way.
Our Goal
The mission is clear: to build a global brand that uplifts, empowers, and leaves a lasting impact — on both women and men. With God’s grace, we’ll open our first physical location in Chicago, and continue designing bold, meaningful fashion that reminds our community to keep going, keep pushing, and always keep their New Focus.