Dorothy Schoelen and her then-husband Paul, started a junior sportswear label called Strawberry Plant in 1971. Based in Southern California, Schoelen was at the helm of a family-run business that evolved with the times and changing marketplace, later employing her sons in key positions.
The brand changed course in 1985, when Schoelen created a missy line of floral dresses under the Platinum by Dorothy Schoelen label. She added a sportswear line for her Silver Connection label in 1994.
When the better department stores that had carried her popular mixed-print dresses cut that category entirely in the late-1990s, she launched a more minimal, contemporary collection under the Breeze label.
Schoelen’s existing trademarks were canceled in 2009 and no new labels have been in production since then.
Written by Ranch Queen Vintage
from a pair of 1970s pants
Courtesy of Ranch Queen Vintage
from a late-1980s blouse
Courtesy of Ranch Queen Vintage
from a 1990s blouse
Courtesy of Ranch Queen Vintage
from a 1990s jacket
Courtesy of Ranch Queen Vintage