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As an athlete who could design and develop clothing, she found herself uniquely qualified to fill a need in the athletic apparel market. She knew that no one made fashionable and well-fitting women’s riding apparel, and that it was the perfect way to make her mark in the fashion world. In 2003, Sheila Moon opened for business in a warehouse in the SOMA district in San Francisco. And though she started small at first, making accessories she sold to local bike shops — she dreamed big. Each year she’s added new apparel to her collections, from best-selling britches, to this year’s maternity line, and next summer’s much-anticipated plus-size collection.