PALMR STYLE & CO
We didn't set out to start a clothing brand. We set out to build something our family actually needed.
Rebecca was born and raised in Orlando. Nick has been in Florida his entire life and has called Orlando home for more than 20 years. We've got two incredible kids, a life that moves fast - school pickups, cheering on Rebecca's nephews at baseball, pool days, the occasional Saturday that turns into a patio dinner at sunset if we plan it right.
We started Palmr in 2024 because we kept looking for clothes that fit the way our life actually works. Coordinating looks the whole family would wear. Quality you can feel on the third wash, not just the first. Things that work from the clubhouse to the beach chair without looking like you tried too hard - or not at all.
We also have a reason to care about the details more than most. Both of our kids live with Type 1 Diabetes. That changes how you see everything - including where a pocket goes. The thoughtful details in our designs aren't features we advertise. They're just what happens when you build something from real life.
Palmr is Florida family style. And this is ours.
Rebecca Roccanti
I'm a first-generation Cuban-American, born and raised right here in Orlando. My family came here with nothing and built something - that's the story I grew up inside, and it's the one I carry into everything I do.
I went to UCF for marketing - couldn't imagine going to school anywhere other than home. Then spent a decade in commercial real estate, working with some of the largest REITs in the country. I was good at it. But fashion was always where my heart was, and eventually the pull got too strong to ignore.
So I left. And with Nick and a shared vision for what a real Florida family brand could be, we built Palmr.
As CEO, I'm in the details of everything - the product, the brand, the voice you hear in our emails and captions. I came into Nick's kids' lives as their stepmom, and Parker and Evie have become my whole world. Watching them navigate T1D every single day is a big part of what drives everything we do here.
I'm a Leo who lives for the sun, grew up in the water at my Abuela's, and genuinely believes life is better when your family looks as good as the moment feels.
Nick Roccanti
I've spent 20+ years in apparel manufacturing, building what's become Threadbird - a company that's helped thousands of brands figure out how to make things that actually last. I know what quality looks like from the inside out, and I know what corners get cut when nobody's paying attention.
At Palmr, I'm the COO - the behind-the-scenes guy who makes sure what we promise on the website is what shows up at your door. Product development, operations, fulfillment. The stuff that sounds boring but is everything.
Away from the brand, I'm a dad first. The Florida life isn't a brand strategy for me - it's a Saturday. Parker and Evie, the pool, a round of disc golf, the kind of day where nobody has anywhere to be. The reason I build things is the same reason we started Palmr: so our family has more of those days.
Our T1D Story
Parker and Evie - our kids - live with Type 1 Diabetes. It's part of our daily life: the pump checks, the CGM alarms, the way you learn to read a room differently when your child depends on a device attached to their body.
T1D is woven into how we design at Palmr - not just as a values statement, but in the actual details. The pump-friendly pockets. The fits that work around a CGM sensor. The things that are invisible to most people and mean everything to the families who know.
We show up for the T1D community too - at walks, at events, through the organizations doing the real work. Not as a marketing strategy. As a family. Parker and Evie inspire us every day, and giving back is one of the ways we make sure their story counts for something bigger.
