About Julie

American Happy was born out of a desire to bring bits of joy into everyday life. Color and a hearty dose of nostalgia inform everything I make — fashion and accessories created and curated for people who prefer to look for the rainbows and silver linings.

I've been cursed with an insatiable thirst for knowledge, so I design with a combination of wonder, inquiry, experimentation, and experience. Whether starting from scratch, deadstock textiles, or surplus clothing, the goal is always a quirky twist on things familiar.

Beyond the shop, I teach fabric and fashion fundamentals — because everyone deserves a solid foundation before they dive into their style journey. I hold a Master of Fine Arts in Fashion Design from Academy of Art University and a bachelor's in Fashion Design from California State University, Chico. I've also been a Fashion instructor at Butte College for more years than seems possible (seriously, where does the time go?!)

I'm also a UGC creator who makes content that feels real, relatable, and genuinely useful for brands — fashion is my specialty, but everyday life is my playground.

I currently live, work, and wear my fanny packs in the heart of Northern California, surrounded by nature but not too far from city life.

Thanks for being here! ~Julie DeMaggio a.k.a. Jules

Want to collaborate or be a featured designer or artist? Send me a message — let's chat!