About Us

Hi! Welcome to Cali and Co by Rff. formally - Rewind//Fast Forward or as we liked to call it R.F.F!


RFF started in 2019 as small dream to bring affordable quailty fashion for all ages to our hometown 4 times a year- in pop up shops. As Tori lived in New York City, this would give her time to shop wholesale, sample sales, and thrift stores alike to get an inventory that was unique and high quality. We launched our first pop-up shop in the Spring of 2019 and were swept away by the response of the Lebanon community. We quickly realized only having an online presence and a seasonal pop-up was not meeting the best needs of our  community.

In January of 2020 we decided to do a short 6month test in the basement of a local Christian book store where we would be open 3 days a week to better try and meet our customers needs. Again, we quickly realized this wouldn't be enough. After a series of events and the Lord opening and slamming doors for us, we opened the doors to our first official Brick and Mortar location.

Spring of 2020 (yes, you read that right... during the shut down in Missouri we were able to secure a location and set up shop-- opening the first day retailers were aloud to open back up.) at 114 E. Commercial St is downtown Lebanon, Missouri. We are thrilled that this location has allowed us to meet and serve so many people. While the year 2020 has been a crazy year for all of humanity, we are thanking God for giving us opportunities in this year and for the bravery to take leaps in incredibly uncertain times! We then too the leap and added to our team to help us stay open 5 days a week from 10am-5:30 Tuesday-Saturday and hoped to continue to grow. Each day you could find Valerie running the store front and doing Facebook lives for new arrivals, and if you were to make the trip to Brooklyn you could find Tori running the show through a laptop and cell phone-- unless she had made one of her frequent trips home to check in on the shop!

in 2021 Tori made a move to be closer to home, as the store continued to grown and the demand continued. The search for a new larger store was on. 

In March of 2022 we opened  what we hope to be our "forever location". Through may open doors that we could have never imagined, A rename and move has happened. Roughly 4x the size of our original space and under the new name Cali & Co. by Rff, you can find us at 100 E. Commercial Street. Or as most people in Lebanon know it, The Newspaper office. Being able to work with Downtown supporter and get offices moved upstairs and business that bring traffic to downtown was incredible to see people stepping up in supporting small. Just moving down the street has been amazing for us and we thank everyone that has been involved.

We hope to continue our growth, and hope your are in for the ride with us.

We are so incredibly blessed with all the support we have had from our family and community since we have started and ultimately know without God this pipe-dream would have never had a chance. We hope you enjoy our site and come shop in store sometime soon!

*As Mother-Daughter duo running the store we know how important it is to have styles for everyone! There is nothing we love more than a store we can find pieces for BOTH our closets in, without breaking the bank or losing our true style. Staying true to our Midwest roots we also love showing off how great of a deal we got! "I love you outfit!" -Them  "Thanks! I got it my whole outfit for under $100"-You That is why Cali & Co. is dedicated to finding our customers the best deals on quality items, that you will want to wear. While still loving to have Luxe item or two that you can happily "splurge" on. We believe in prints, we believe in color, we believe in basics, and most importantly we believe every size and gender should have those options! As we grow we have worked to grow our store and our selection we have began to added hidden gems that are custom speicfiically to Cali &Co. So don't be shy, go explore the site or come into the store! Follow us on Facebook and Instagram for live updates, coupon codes, pre-order deals, and giveaways! We hope you find that Cali & Co. by R//FF is A Totally Different Kind of Boutique Experience!
Come in and see us at 100 E. Commercial Street in Lebanon Missouri! 
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