Meet Ed O’Connell of Laguna Beach

Today we’d like to introduce you to Ed O’Connell.

Hi Ed, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
When my daughter was born, we were really intentional about what touched her skin — everything had to be natural, and whenever possible, certified organic. But as she grew, I realized how hard that standard is to maintain. By the time she was a toddler, it was becoming increasingly difficult to find clothes that weren’t made with synthetic fibers.

That realization hit me: if we care so much about what we put into our bodies, why don’t we care just as much about what we put on them? I looked at my own closet and saw the same thing — almost everything was made with plastic. When I went searching for clothes that felt good, looked good, and were made from natural, high-quality fibers, I came up empty. Sure there are brands that skew more “earthy” but nothing higher end met my aesthetic. So it definitely felt like a gap in the market.

At the time, I was ready to pivot from the tech industry after 15 years. I wanted to build something tangible, something that connected intention and design. So I taught myself to sew. I made my own reference samples — and I still do today. That hands-on approach taught me how fabric behaves, how shape and structure work, and how clothes should actually feel on the body.

I took everything I learned in tech — systems thinking, process design, a love for efficiency and integrity — and applied it to fashion. Today, all of our manufacturing happens in downtown LA. I take sourcing incredibly seriously; I know every supplier I work with, and I keep my supply chain local and transparent.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It’s been a mix of challenge and discovery. Sourcing truly natural luxury fabrics — the kind that feel incredible, drape beautifully, and are built to last — isn’t easy. Most “sustainable” textiles still contain synthetics, so it took a lot of persistence to find partners who shared my standards. But that’s part of what makes it worth it. Every step of the process is intentional — from the fibers to the final fit.

There’s also a learning curve when you come from a completely different industry. Fashion runs on emotion, not just logic. I had to learn to trust intuition as much as spreadsheets. But blending the two — creative instinct and operational discipline — has been my edge.

Appreciate you sharing that. What else should we know about what you do?
SÔZ is a collection of refined, high-quality essentials — clothes that move beautifully, feel incredible on the skin, and are made only from natural fibers. Everything starts with me: I only design pieces I genuinely want to wear. As a dad of two, I’m constantly moving — chasing a 2- and 4-year-old — so comfort and durability matter. But I also care about silhouette and presence. I don’t want to live in activewear; I want to feel good and look good without overthinking it.

I live by the beach in Laguna, surrounded by artists, musicians, and craftspeople — that creative energy shows up in my work. I’ve styled friends and other creatives, and I love how getting dressed connects to how we show up in the world. It’s such a human experience. Especially for dads — it often feels like there’s no middle ground. You’re either dressed up or you’re not thinking about it at all. I’m trying to create something that bridges that gap — effortless, natural, and elevated.

Health and longevity are also at the heart of this. Caring for what touches your body is part of a bigger wellness philosophy — the same way you’d care about what you eat or how you move. It’s all connected.

What are your plans for the future?
I’m keeping the collection refined and letting it grow naturally. Right now, you can find SÔZ in select boutiques in LA, Chicago, and soon in New York and San Francisco. My focus is on expanding thoughtfully — continuing to work with incredible natural materials, refining fit and form, and staying close to the craft.

Long-term, I want to help redefine what modern luxury means. To me, it’s not about excess — it’s about quality and intention. The kind of clothes that make you feel grounded, healthy, and present — in your body, in your life, and in your choices.

Contact Info:

• Website: https://www.sozstudios.com
• Instagram: sozstudiosofficial

Image Credits
instagram Photographer @gemmatotten