Since 1968
Since 1968
Our Story
Impulse started with a simple belief:
that well-made clothes should be available to everyone — not just those who could afford luxury, and not at the cost of the people who made them.
Where We Started
Impulse was founded in 1968 in New York City, born out of the energy and restlessness of a generation that was done with the status quo. Our founders wanted to make clothing that was honest — in its materials, its construction, and its price.
We opened our first store on Greene Street in SoHo. It was small, well-edited, and immediately felt like somewhere people wanted to be. Word spread. The regulars came back. And over the following decades, Impulse quietly became a fixture in the lives of people who cared about what they wore.
What We Stand For
Over fifty years, the world around us has changed enormously. Fashion has sped up, supply chains have globalised, and the gap between what brands say and what they do has grown wider. We've tried to go the other way.
We're not interested in making more — we're interested in making better. Natural fibres over synthetics. Small production runs over overstock. Honest pricing over manufactured discounts. These aren't new values for us — they're the same ones we started with.
How We Work
We now have stores in New York, Los Angeles, Toronto, and London, and a team that spans all four cities. Our manufacturing relationships go back decades in some cases — built on trust, transparency, and a shared commitment to quality.
We move slowly by design. New collections are released seasonally, not weekly. We'd rather you buy one piece you reach for constantly than five you forget about.
Just launched
Fifty years in, still making new things worth wearing.
Each season we add a small number of new pieces — chosen carefully, made well. This is what just arrived.
