Hi, I’m charlie

inspiration for the brand since I was born

A person holding a flashlight up towards a dark sky filled with stars.

brand model

A simple line drawing of a chemical flask with bubbles inside, representing chemistry or science.

approver of all designs and color palettes

Black silhouette of a person performing a handstand in front of a full moon in the night sky.
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A smiling woman with platinum blonde hair, red lipstick, and blue eyes wearing a gray denim jacket over a black top, sitting outdoors on a concrete surface.

and, I’m Emily — art director, creative entrepeneur, dance mom, and curator of style

Hello Charlie Style has evolved from our love of fashion, comfort, and on trend graphics. We are a mother daughter duo that share a passion for style, color, and comfortable but cute clothing. We wanted to express this through a clothing line of our own.

In each collection you’ll find our modern take on typography, apparel brands we love, color combos we can’t live without, and an aesthetic you will be proud to wear. Each piece is designed by Emily Butterworth, an Art Director with over 20 years in the media industry who has a unique sense of style and love for graphics. Charlie is a competitive dancer, a teenager and a lover of all things colorful and fun. She is the inspiration behind our first collection - DANCE.

“I HAVE ALWAYS WANTED TO DESIGN MY OWN GRAPHIC APPAREL. MY PERSONAL STYLE IS VERY CASUAL, SPORTY AND A BIT VINTAGE. HAVING OUR OWN BRAND JUST MADE SENSE. NOW WHEN WE HAVE A FUN IDEA WE JUST CREATE IT OURSELVES!” –Emily

A black chair with the seat covered in neatly folded colorful T-shirts stacked on top of each other, in a room with plain white walls and a concrete floor.
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What We're All About

celebrate the every day

We believe life's best moments aren't always the biggest ones. From Friday night lights to dance recitals and family traditions, we're here to help you celebrate the memories that matter most.

everyone is welcome

Style is for everyone. We believe everyone deserves to feel seen, celebrated, and comfortable in what they wear. We strive to create designs, styles, and size options that make the Hello Charlie community a place where everyone feels welcome.

Designed with Intention

Every design is thoughtfully created with a vintage-inspired aesthetic that's timeless, wearable, and made to become a favorite in your closet.

Quality You'll Reach For

We choose soft, comfortable apparel you'll want to wear again and again—because your favorite memories deserve your favorite sweatshirt.

our journey

A young girl with blonde curly hair, wearing a pink hair bow, a blue polka dot denim shirt, a peach top, and a white lace skirt, sitting on a beige sofa in a bright room.

2012

The side hustle began

Charlie was born and I needed a side hustle to stay at home with my babies. Posting them in cute clothing on Instagram started two side jobs for me - reselling their outgrown clothes on Instagram and brand repping them to get new cute clothes!

Group of young girls with colorful flowers in their hair, wearing summer dresses and shorts, standing together against a purple background.

2017

Hello charlie was born

We moved to Des Moines and I still wanted to stay home with my kids so I thought - why not expand this brand rep thing to other baby models … I started selling “brand shoots” where small businesses would send me their product and I would style and photograph their clothing lines.

A pink wall-mounted shelf with a rainbow-shaped frame. On the shelf are a potted plant, a framed artwork of flowers in a vase, a small framed photograph of a child's face, a white cloud-shaped sign with purple writing that says 'Charlie' with purple hearts, a mint green candle, a pink sculpture, a stack of children’s books, and some tubes of skincare or beauty products. In front of the shelf are a knitted pouf, a tufted fluffy white blanket on a rattan rocking chair, and a young girl sitting on the floor, playing with beads or jewelry, wearing a denim jumper and a headband.

2025

Creative pivot

My kids were now in school full time and my hustle was on nights and weekends. This no longer aligned with what I wanted as a mom so I started a full time job as an Art Director in the media biz.

Person with long hair wearing a blue sweatshirt and pink floral skirt, standing against a plain background, arms raised with hands forming a shape above their head.

2025

Today — Hello charlie comes back in a new way

Charlie and I both missed her modeling days (and me styling and photographing). We always love to try a side hustle so here we are … designing our own graphics, styling them and coming up with new collections we think others will love as much as we do.

A woman with long hair and patterned pajama pants touching a clothing rack with various colored hoodies and T-shirts in a room with a high ceiling and exposed beams.

Fun facts about US

  • We love to treat ourselves to coffee, Hyper, gas station hot dogs, anything we convince ourselves we deserve after literally anything we do.

  • We both love to create mood boards for any ideas we have. Whether its for our clothing, a costume idea, a craft project, we both thrive on organizing our creative plan.

  • Not every other mother daughter duo has the same taste and style but we do … almost to our detriment. Our secret love is thrifting together!

  • We will both 100% agree our favorite weekends every year are our dance travel weekends. We laugh SO hard, make the best memories, and I never want them to end.