Meet Darlene Cancino | Founder of fashion brand SPYTFUL

We had the good fortune of connecting with Darlene Cancino and we’ve shared our conversation below.

Hi Darlene, what was your thought process behind starting your own business?
When I decided to start my own business, I knew I wanted to build something I loved in a field I was truly passionate about—fashion. After spending years in jobs that didn’t fulfill me, I reached a point where I was tired of working for someone else, living on their schedule. I wanted more control over my life. As a mother of twins, being able to be there for my family was non-negotiable. I wanted the freedom to set my own hours, take vacations when it worked for me, and most importantly, be my own boss. Starting my business was about taking back control of my time and building a future where I could both do what I love and live life on my terms.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
SPYTFUL is more than just a clothing brand—it’s a celebration of individuality, creativity and passion. Our designs blend contemporary aesthetics with timeless style, creating versatile pieces that not only look great but feel great too. What sets us apart is our unwavering commitment to eco-conscious fashion. We carefully source sustainable materials and prioritize ethical production practices, ensuring that each item we sell contributes to a better world.

What are you most proud of or excited about?
I’m incredibly proud of how SPYTFUL has evolved into a brand that resonates with people who care about both style and confidence. One of the things I’m most excited about is the growing community of people who believe in helping women feel and look their best. In spite of it all!

At SPYTFUL, we believe every woman deserves to feel sexy, confident, and authentically herself, no matter the circumstances. Fashion is not just about what you wear; it’s about how you express your feelings. One day you might feel preppy and classic, and the next, boho chic. Embracing different moods and styles is not only okay—it’s encouraged!

Inspired by iconic figures throughout history, SPYTFUL is carefully curated to enhance your personal style. Whether you’re heading out for a fun night with friends, jet-setting around the globe, or enjoying a weekend at the farmer’s market, SPYTFUL has the perfect look for you.

Feel sexy! Feel confident! Feel you! In spite of it all!

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
When friends visit, my go-to destination for a perfect blend of relaxation, style, and excitement is Aspen. From the stunning mountain views, including the iconic Maroon Bells—one of the most photographed peaks in the world—to the vibrant atmosphere, Aspen offers it all. The fashion scene is unmatched, with a unique blend of Colorado Americana that other mountain towns have tried to replicate. Think Kemosabe hats and Miron Crosby boots—just a taste of the high-end, alpine style you can only find here. After indulging in some boutique shopping, I love taking my friends to the St. Regis for a champagne sabering ceremony, followed by a memorable dinner at Casa Tua, where they serve the most delicious pistachio gelato table-side. It’s the ultimate mix of luxury, culture, and fun.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I would like to dedicate this article to my incredible family and friends. They have been my unwavering support from day one, and that support means everything. What matters most to me is having people who show up—whether they’re purchasing anything or not. Just knowing they’re there, cheering me on, is invaluable. From my husband helping me set up tents and packing the car for pop-up events, to my twins Richard & Alessandra tagging price tags on over 100 pieces of clothing, and my friends stepping in as models or taking photos—it all makes a difference. I’m lucky to have the best support system, with loved ones who travel from hours away or even other states just to check out new collections. Their belief in me fuels this journey every day.

Website: https://spytful.com/

Instagram: @spytfulshop