Intent Apparel

Intent Apparel

What began as a friendship between two women working together and raising families in Roseville, California has grown into a fun start-up with the intent of sharing their love of Roseville by designing hip, fresh and comfy attire and accessories that any Rosevillian would be proud to sport!

Intent Apparel was founded by friends Krista Bernasconi and Allyson Wyles. A year in the half in the making, with an entrepreneurial mindset, they created a women owned, veteran owned and breast cancer survivor owned business, which is why a portion of proceeds benefit the Placer Breast Cancer Foundation.

“I am proud of my hometown and I’ve always been on the lookout for cool Roseville gear I could wear out and about, but could never find any that I felt represented Roseville well enough,” said Bernasconi. “I figured, why not design it myself?!”

Bernasconi recognized that Rosevillians love Roseville and there’s some serious creativity that goes into creating that sense of pride. From the community’s immense parks and endless trails, to an up-and-coming downtown, a popular megamall and access to San Francisco and Tahoe, Intent Apparel is positioned to enjoy all that northern California offers.

“Our intent is to make people happy. Sounds a bit dreamy, right?” asks Wyles. “We think we can do this by offering something you can’t get just anywhere. Our tees, totes and tanks are high quality and printed by hand locally. Plus, all of our items are limited edition. When they’re gone, they’re gone.”

Intent Apparel found their name through their philanthropic inspirations. Bernasconi and Wyles take care to perform all of their actions and decisions with an intent behind them, a bigger reason, a thought process.

“This is why we chose to begin Intent Apparel with the intent to donate a portion of our proceeds to the Placer Breast Cancer Foundation,” says Bernasconi. “We wanted there to be a greater intent behind our decision to develop a new business. Plus, it’s a cause that really hits home for us.”

You can find Intent Apparel at their office at 224 Vernon Street in Downtown Roseville, which is also in the same location of their public relations firm. They’ve expanded their line to include sweatshirts, beanies, trucker hats, stickers and more—all branded Roseville. Look them up at or at their Facebook shop at:

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our E-Newsletters
Get updates on upcoming events, giveaways, magazine info and much more!
We respect your privacy.