One of my favorite parts of running ULAH is discovering and supporting other Kansas City brands who are doing incredible work. That’s exactly why we created the ULAH KC Collective — to give local makers a platform by featuring their products in our store, on our website, and in our marketing. One of the newest brands we’re so excited to showcase is Marel Clothing Co., a father-daughter team, Delaney and Jeremy Shaffer, creating timeless, sustainable denim designed to truly fit women’s bodies. I recently had the chance to chat with Delaney about the inspiration behind Marel and what drives her to keep building this beautiful brand.
What was the spark that led you to start Marel? Where did the idea come from (especially around denim and fit) and what early experiences shaped the brand?
I started sewing and sketching at a young age, and those creative roots have stayed with me throughout my life. With that passion and skill, I always knew I wanted to do something bigger. Building a brand from the ground up had long been a dream of mine, and when the opportunity finally came, I knew it was time to make it real. Denim became the natural focus for Marel because it’s a fabric I’ve always loved working with.
But beyond that, I’ve personally struggled to find denim that fits well in every area—waist, hips, and thighs. That challenge inspired me to create denim that truly fits women better, combining precise measurements with the right fabrics to deliver both comfort and style.
How did your dad’s background in building brands and your experience in fashion design combine in those early days? What strengths do each of you bring?
As a father-daughter team, we had a good sense of what each of our strengths would be when creating Marel. Jeremy brought his background in business and accounting, while I [Laney] came with a background in fashion. In the early days, there was a lot of learning for both of us, but we knew what needed to be done to bring Marel to life. From finding factories to partner with, to building and managing our website, we handled it all ourselves.
Sustainability is a core part of Marel’s identity. Can you walk us through what “sustainable style” looks like in practice for Marel (materials, production, packaging, etc.)?
At Marel, we set out to build a brand rooted in sustainability and intentional, limited production—because we believe the fashion industry needs more of that to truly reduce waste. Too often, fast fashion encourages quick purchases that don’t last, while we wanted to create pieces that truly endure. Our goal has always been to design timeless denim made to last—better for your wardrobe and better for the planet. Every step of our brand reflects this commitment, from using compostable and recyclable packaging and tags to choosing sustainable fabrics and practices. When customers purchase a Marel piece, we want them to feel confident knowing it was made with care, designed to stay with them for years, and created with the planet in mind.
What trade-offs have you faced when trying to make denim both durable/sustainable and stylish/comfortable?
With the goal of creating denim that is stylish, durable, and sustainable, we’ve done a lot of research and gone through plenty of trial and error. From finding factories that align with our values and fair labor to selecting the best fabrics for each design, we’re constantly learning. We’re not perfect, but every day we strive to improve—not just as a brand, but also in our personal practices outside of work.
Do you have favorite denim pieces in your collection (or upcoming designs) that you feel best represent what Marel does best?
My favorite pieces have to be the Kansas City Top and Jeans. I’ve loved this design ever since I first sketched it. They’re versatile, with a unique style that can be worn together or separately, depending on your mood. No matter how you wear them, the fit and comfort are always spot-on. Even my dad has been caught in the Kansas City Top a few times.
How do you see Marel contributing beyond clothes — to community, confidence, sustainability awareness — in Kansas City?
I want Marel to give back more—whether that’s through local events, deeper community involvement, or initiatives like a denim drop-off program, where old denim could be repurposed, donated to those in need, or transformed into something new. As we grow, I’d also love to collaborate with more local businesses. Kansas City has so many incredible brands, and I think it would be both fun and meaningful to learn from them, partner with them, and support our local community together.
What does being a small, values-driven business mean when you think about local collaborators, customers, and impact?
Being a small, values-driven business means we get to approach everything with intention—from how we work with local collaborators to how we connect with our customers. For us, it’s about building genuine relationships, supporting other local businesses, and creating a positive impact right here in our community. Every customer who chooses Marel is not just buying denim—they’re supporting a mission built on sustainability, inclusivity, and care. And because we’re small, every decision we make matters and directly shapes the kind of impact we want to leave behind.
What have been some of the biggest surprises since launching Marel — either good or hard lessons?
Launching Marel was one of the most exciting—and most terrifying—things I’ve ever done. It took a year and a half to build, and while many people might assume the workload eases up after launch, the truth is the work never stops. One of my biggest challenges has been creating content. I’ve always had a love-hate relationship with social media—it felt like such a negative space for so long. But as I began making content for Marel, I discovered it could be fun, and even more importantly, a way to share a positive message and for women to find their perfect fit.
Where do you hope Marel will be in 3-5 years? (Product offerings, scale, sustainability goals, community involvement, etc.)
In the next 3–5 years, I hope Marel will have a wider variety of pieces and a steady release schedule. I’d love to expand beyond denim to include a basics line—pieces that pair seamlessly with our denim while still aligning with our values. My goal is for Marel to continue growing into a brand with a strong, supportive community of customers who love it as much as we do. I also want us to give back more, whether that’s through local events, community involvement, or initiatives like a denim drop-off program.
What’s one thing you wish more customers knew about what it takes to build a brand like Marel (the behind-the-scenes work)?
One thing I wish more customers knew is just how many steps go into building a brand like Marel behind the scenes.
From designing pieces and finding the right fabrics, to sampling each design and working with factories, managing inventory, running a website, and creating content—it’s so much more than what people see on the outside.
Every detail takes time, research, and trial and error. It’s a constant learning process, but it’s also incredibly rewarding to see all that work come together in pieces our customers love.
Getting to know Delaney and Jeremy and hearing how much heart they’ve poured into Marel makes me even more proud to feature them in our ULAH KC Collective. Their commitment to sustainability, intentional design, and building community here in Kansas City is exactly what we love to celebrate at ULAH. Stop by the shop or browse online to try Marel for yourself — you might just find your new favorite go-to denim.
