A women's clothing chain founded to cater to the faith-and-values shopper is selling what it bills as "modest" apparel at Chandler Fashion Center.
But your typical customer at Shade Clothing, which opened near Nordstrom last month, doesn't look anything like Laura Ingalls Wilder, and merchandise there is closer to what you'd find at The Gap than on an episode of "Little House on the Prairie."
Shade places an emphasis on moderately priced, trendy women's clothing that isn't too sheer, low-cut or revealing.
Bridget Burress, Shade's assistant manager, said the clothes are sort of a cross between Ann Taylor and Banana Republic.
"Overall, we just sell really great clothes that are super cute and super comfortable and are really great quality," she said.
The apparel ranges from leisure clothing for wearing around the house to more formal attire for going out.
Short-sleeve T-shirts cost $11.99, while a gathered dress with waist band is $48.50.
Other items include collared shirts for about $25, hoodies for about $39 and lounge pants for about $35.
Shade was founded in late 2004 by Chelsea Rippy, a Mormon woman living in American Fork, Utah, who said she was tired of rummaging through clothing racks for outfits that didn't flash a lot of skin.
"It's kind of hard to distinguish my values with just my insecurities and my self-consciousness," she explained. "I was raised ... to be modest and not to expose too much, but at the same time I'm a mother of two and I don't have a perfect body. Regardless of my religion or even my modesty, it was becoming a factor of comfort."
Rippy, who also designs the chain's clothing, said she originally thought her clothes would appeal only to other members of The Church of Jesus Christ of Latter-day Saints. But she soon discovered the clothes had broader appeal with women who simply want to look fashionable without sacrificing comfort.
"It actually only took me a matter of a month or so before I was like 'Oh, wow. This brand is going to appeal to everyone regardless of religion,'" she said. "At the end of the day, women want to be comfortable in what they're wearing."
Jill Buckley, a Gilbert resident who was browsing the racks at Shade, said she liked the style of clothing.
"I like that the shirts are long," she said, explaining that many tops expose her midriff whenever she raises her arms.
"I'm pretty sure I'll shop here - almost positive," she said.