Pretty Driven started with one simple thought: why is it still so hard to find motorsports-inspired pieces made with women in mind?
Hi, I’m Elli, the founder of Pretty Driven. I’ve loved motorsports for years, and as my love for racing grew, I started noticing something missing. There are so many women who love motorsports, but a lot of the clothing, accessories, and merchandise available still feels like it was designed for men first.
I wanted something different.
I wanted pieces that felt feminine, elevated, and actually wearable outside of race weekend. Something that could reference motorsports without having a giant team logo, driver name, or race car across it. Pieces where another motorsports fan might recognize the reference immediately, but everyone else would simply see a cute outfit or accessory.
That idea became Pretty Driven.
Made for the Girls Who Love Motorsports
Pretty Driven is a female-focused motorsports brand built around the idea that femininity and a love for racing don't have to exist separately.
You can love pink, getting dressed up, jewelry, fashion, and cute accessories while also knowing exactly what's happening when the lights go out on Sunday.
Our goal is to bring those two worlds together.
Instead of focusing on one driver, team, or racing series, Pretty Driven is inspired by motorsports as a whole. We want to create pieces for F1 fans, IndyCar fans, MotoGP fans, IMSA fans, and anyone else who simply loves racing.
Our designs are intentionally more subtle. Some are obvious motorsports references, while others have that "if you know, you know" feeling.
At the heart of it all is our name: Pretty Driven.
It's feminine, but it's also about being ambitious, passionate, and driven by the things you love.
Building Pretty Driven
Getting to our first launch has been a much bigger process than simply coming up with designs and putting them online.
Pretty Driven is a small business, and so much of this first collection has involved learning as we go. We've worked through designs, samples, manufacturers, materials, sizing, packaging, testing, and all of the tiny details that happen behind the scenes before a product ever reaches your hands.
One thing we decided very early was that we would rather delay something than sell something we aren't proud of.
We're not interested in rushing a product just so we can say it launched. If something doesn't meet our standards, we'll keep working on it until it does.
Some of our products have already gone through months of development and testing. Our jewelry, for example, has gone through extensive wear testing because we want the pieces you receive to be things you'll actually want to keep wearing.
This first launch isn't about making Pretty Driven as big as possible overnight. It's about building the foundation for the brand we want Pretty Driven to become.
Our First Launch Is Finally Here
And now, after everything that has gone into building this brand, our first-ever Pretty Driven launch is happening this week.
Early access officially opened September 14 at 8:00 a.m. PT, followed by our public launch which was September 15.
Everyone who signed up for early access received access before the public launch, along with their individual one-time discount code.
Seeing how many people have signed up, followed the brand, shared our content, commented on designs, and supported Pretty Driven before we had even officially launched has been one of the most exciting parts of this entire process.
What started as an idea is becoming a real community.
A Little About Our First Drop
Our first launch operates primarily as a pre-sale.
As a small brand launching for the first time, we don't want to overproduce products without knowing what our community actually wants. Pre-sale allows us to better understand demand while continuing to grow responsibly.
Because of that, customers should expect approximately 8–10 weeks for pre-sale orders to ship from the date the order is placed.
We know that's longer than ordering from a huge retailer, but Pretty Driven isn't a huge retailer. Every order during this first launch directly helps us understand what you love, what sizes are needed, what products we should continue developing, and where the brand should go next.
We're building this with you.
This Is Only the Starting Line
There are so many ideas we have for Pretty Driven that haven't even made it to the website or social media yet.
We want to continue expanding our apparel, jewelry, accessories, race-day essentials, and eventually so much more.
But we want to do it thoughtfully.
Pretty Driven was created because women deserve more options within motorsports. We shouldn't have to choose between something that represents what we love and something that actually feels like our personal style.
So whether you've been following Pretty Driven from the very beginning or you discovered us five minutes ago, thank you for being here.
Thank you for commenting on designs, signing up for early access, sharing our posts, sending encouraging messages, and believing in a brand that hasn't even had its first official launch yet.
This week, Pretty Driven officially went from an idea we've been building behind the scenes to something you can finally make part of your own wardrobe.
And we're just getting started.
Look Good. Drive Fast. Stay Pretty Driven.