Of late, it’s her so-called “popcorn” style that is sparking conversation, a look so omnipresent it’s inspired think pieces in various fashion magazines. The popcorn series is a colorful mix-and-match assortment of mid-length dresses, cropped tanks, and pencil skirts, all form-fitting but forgiving, and made from a sweetly crinkled 100% Tencel Modal. It’s comfortable yet chic, formal or casual — depending on how you wear it — and sensuous without being overly clingy. “People just respond to it,” Hoffman says. “It is, first of all, intriguing. It really can fit so many body types. We go up to a 3X, which fits up to a size 20. It’s incredibly flattering. You would think that it could feel self-conscious to wear it if you’re not somebody who’s into body-con [a certain classification of form-fitting items], but somehow this is a bridge. The texture almost creates this safety veil. You can move in it, you can sit in it, you can lie down in it.”

This same uncompromising marriage of beautiful form and considered function applies to Hoffman’s foundational business philosophy. About eight years ago, she reoriented the company after realizing that fashion was at odds with her values around sustainability. She decided that if she couldn’t have a greener brand, she didn’t want a brand at all. “I was in so much pain that I would’ve closed it down. I didn’t want to be a part of it,” she says. “You have to adopt this level of responsibility: the least amount of harm. Because in its nature, what we’re doing cannot be sustainable — we are still creating new things.” Hoffman’s line now prioritizes natural and recycled fibers, works with fair-trade-certified factories, and has a peer-to-peer resale program called Full Circle. “The goal is that you are designing the fullness of this thing — not just that it’s organic cotton and then decomposes in a landfill,” she says. “Possibly, the product starts from a regenerative farm. The garment is something that can come from the earth and go back into the earth.”