A Change in the Wind, a ReBrand Story

Just like in sailing, you get hit with a southeasterly that fills your sails and blows you in a new direction up the rocky coast of life. It's been brewing for awhile, and in hindsight shoulda been from the beginning. Just didn't have the guts to draw anchor, then was confined by my own limits and couldn't see through the fog. 

The Resolute was a famous explorer ship back in the 1850's, desperately searching for the lost Franklin Voyage and hoping to simultaneously chart the illusive Northwest Passage. Abandoned in ice, found by a lucky bastard, sold, dismantled, refurbished into one of the most iconic desks in modern times. It's a 200 year old legacy. Obsessed with its mission and story, it became the metaphor I needed to launch myself out of a postpartum slum and into a new life of fashion and travel. 

Born as an online shop in late 2016, Resolute Boutique became the first to deliver fashion to Juneau's doorsteps within the same day. Photoshoots and historical tales tied in fashion for the northern citizen. In 2019 I'd found the tiniest, back-alley hole in the wall location for a real brick and mortar just in time to catch the summer tourist season. The shop bloomed, locals and the adventurous tourist would wander into my shop sending gusts of hope. By 2021 the storefront had moved onto Front Street for twice the space and lightyears more sidewalk visibility. Group travel, city walking tours, and Alaska Fashion Week all ensued throughout the years. 

Recently, hard lessons forced me to zoom out, reassess, and come to the conclusion that I'd like to embrace some much needed change. Nothing crazy, a little rebrand, a little pivot, sprinkle in some sugar and spice and here we have it; Cordova's. My namesake, a better umbrella for what I am and what I do. The spirit of the Resolute still guides the internal compass, unchained from status quos and typical do's and don'ts. I'm adjusting the main sails and will run with the tides for a bit.

Thanks so much for being here, it's a real honor. Cheers to new chapters and course correcting moves.

- Cordova