The Call Sign

Sierra Hotel is fighter-pilot slang for the best of the best. Excellent. Impressive. Done right. Earn it, and you've earned total respect.

The Feeling

I first heard it in 2015, on my first flight with my dad, a flight instructor. He handed me my own headphones and log book and said, "Arabella, today you start your own journey as a pilot."

The Bonanza's engine roared to life, the propeller whirled, and Long Island opened up below us. I felt free, like I could do anything, and I never wanted that feeling to end.

When we landed, air traffic control called Dad's landing "Sierra Hotel." From then on, I wanted everything I did to earn that call.

The Question

In 2020, the world was grounded. At home, I started reading about how we got here, and fashion, the thing I loved most, kept showing up. A single cotton t-shirt can take up to 2,700 liters of water to make.

That's when it clicked. A Sierra Hotel landing is done with precision, care, and no shortcuts. Fashion was taking every shortcut it could, and the planet was paying for it.

So I asked myself: could clothes give you that cockpit feeling if they were made the Sierra Hotel way?

The Answer

Two years later, this is it. Sustainable fabrics that feel incredible. Ethical production, made in the USA. Sustainable packaging. No shortcuts.

Wear one, and I hope you feel what I felt up there: free, capable, ready for anything.

Elevate Change. Soar with Purpose.

Arabella Moffitt, Founder