EXCLUSIVE: Natalie Winters launches ‘She’s So Right’ lifestyle brand for conservative women

"Don't tread on me pretty please," "A little bit conspiratorial," "Miss Information" and "Low social credit score," are just a few of the low-key sayings in cursive pink on flattering silhouettes. The brand officially launched on New Year's Day, and The Post Millennial caught up with Winters to find out what inspired her to launch it.

https://twitter.com/nataliegwinters/status/1741884843020177789?s=20

"Steve's fully on board with the brand," Winters said of her WarRoom boss Steve Bannon, "He goes 'you need to make a reality TV show out of it.'" She laughed, "I don't think anybody would watch it."

Winters always loved fashion growing up, and she thought she might find a career as a corporate attorney for a fashion brand, but it was hard to parse a trajectory like that with her conservative values. Take Balenciaga, for example, the international luxury fashion brand that managed to give a boost to pedophilia this past year.

"What used to be pictures celebrating beautiful women have become either ridiculously plus size, like 'diversity at Saks' billboard, or this weird kind of fusion of the genders," Winter said. For her, the fashion brands that actually continue to cater to women are preferable.

"I've always loved fashion brands that continue to actually cater to women," she said, "like Dolce and Gabbana which still designed for Melania Trump when most other brands would not."

She's So Right is for women who think for themselves and want to embrace their femininity. In giving the brand conservative messaging, she wasn't just trying to appeal to conservative women, but women who are increasingly disillusioned with the steady stream of lies from media, politicians, and culture.

"That's why it's not preachy," Winters said, "and a lot more subtle." Her "a little bit conspiratorial" was inspired by a Mean Girls shirt. "The most political one I have is 'more insecure than the border.'"

The font is white fox, and for Winters it's a "very feminine, cursive font and pink with a little white border. Even though the sayings are a little bit bold, I'm still kind of flirty, and sort of softened by the design." The entire project had been imagined, created and produced by Winters. She's done the designs as well as designed the brand and the website. She's kept those costs low to make sure she could have the manufacturing all take place in the USA.

Winters revealed that it would have been easy to launch the brand with manufacturing done overseas, but this was so far from her values that it was never even a consideration. She's So Right is an American brand from start to finish.

"I think it's just about setting priorities. So that was actually one of most interesting things that I really saw through this. I was like, 'Oh, you actually can do made in the USA.'" She ran the numbers and found that using an American manufacturer—the same one that makes hats for Trump and other politicians—she saved on shipping and samples and was able to get a much higher quality. She also found other ways to cut costs, showing that living up to your values can be a priority.

The brand was inspired, in part, by a bad breakup. "Honestly," Winters said, "that's where I got the idea for all of this. When the Kevin McCarthy stuff was happening I had the Paris Hilton 'dump him' shirt from Juicy Couture. It was so hard to find because it was sold out everywhere, and I was like 'oh my God, I found it!'"

She wore the shirt on a walk through Capitol Hill when she was still in DC. "And I was wearing it because I was just getting out of a relationship. But someone looked at me and looked at the shirt and did a double take. And I think they thought it was about McCarthy."

She's So Right is also about being "cute enough that I can wear it on a hot girl walk with one of my liberal friends and she's not going to be embarrassed to get coffee with me."