Founded By Women.
Run By Women. Created For Women.

AGF (All Good Feels) is...a lifestyle and activewear brand that caters to women of all ages. We're committed to dressing our customers in cool fashion forward and vibrant clothes that promote their inner confidence. We honor diversity, working hard while enjoying downtime, everyday moments, and pushing the boundaries - and ourselves.

Our Mission?

We dress our customers with confidence. Because All Good Feels isn't just a piece of clothing. It's a way of life. Look good, feel good, do good.

Meet The Team

Lauren Rote

Lauren Rote, co-founder is an LA native and former digital strategist and content producer for the world renowned VaynerMedia agency. A committed plant-based eater and photography enthusiast. Lauren is also a beauty junkie and makeup enthusiast at her core. Life Mantra: Be good to your body so it stay's good to you.


Lana Safoian

Lana Safoian, co-founder is an attorney turned entrepreneur. Yolo-type mommy who always dresses up for Halloween and makes awesome memories for her two precious daughters, Isla (8) and Emme (6). Find her kickboxing or doing yoga daily for her physical, mental and spiritual health. Life Mantra: Believe in humanity. We need each other; everyone deserves your kindness.


Wells Butler

Wells Butler, lead designer is the founder of the beloved lifestyle line, Primp. She honed her killer design skills at Rhode Island School of Design and the Fashion Institute of Design and Merchandising. She's a mom, wife and DJ and has been meditating since the age of 7. Life Mantra: Trust the universe, stay optimistic, more mountains. Repeat