Gretchen Seeck sees Miss Arizona USA & Miss Arizona Teen USA as much more than “a crown or a moment on stage.” So, when the chance to partner with them came up, the G Soul Co. and Haus of GS founder said it simply felt right.
Leading up to the 2027 pageants, Scottsdale-based G Soul Co. will serve as the official activewear partner for Miss Arizona USA and Miss Arizona Teen USA.
Contestants will wear Seeck’s Aura Set and Sporty Skirt Set through hands-on workshops, photoshoots, community events and competition-week activations.
Nicole J. Smith, who leads brand partnership and organizational development for the pageants, said approaching Seeck was the right move.
“G Soul Co. is a female-owned Arizona brand with such a strong emphasis on self-love, health, happiness and becoming the best version of yourself without losing your individuality along the way,” Smith said. “Those are values we want our contestants to carry far beyond the pageant stage.”
Her clothing is sold at G Soul Co., 8711 E. Pinnacle Peak Road, Suite C-101.
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According to Seeck, G Soul Co. will bring activewear with personality; interactive brand moments; style that honors individuality and “confidence beyond appearance.”
“One of the things we love most about G Soul Co. is that it never makes women feel like they have to choose between comfort and style,” Smith said.
“Every woman’s body, style and journey are different, and G Soul Co. celebrates that beautifully.”
A former prom queen, Seeck said wellness, personal growth, fashion and femininity are one.
“We are excited to be part of an experience that encourages women to grow while staying true to themselves,” she said. “If a G Soul Co. piece helps someone feel stronger, more comfortable or more fully herself, that is the whole point.”
Smith — excited to support a female entrepreneur — agreed
“Our contestants are preparing for much more than one weekend on stage,” she said. “They are building confidence, discovering more about themselves and developing relationships they will carry with them.”
