Intermediate Level
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2 Videos, 1 Audio, 1 Notebook
The Brand for Generation X, Designed for Every Body. Our clothing brand is dedicated to real women, and we utilise extensive data, gathering information from over 250 body measurements. We also engage with customers through regular focus groups, actively listening to and understanding the needs and desires of real women.
What sets us apart is our unique approach—we prioritise fit and size grading, and then we select fabrics. From there, we design styles that revolve around these three fundamental attributes. Trend and season are secondary considerations because we aim for our clothes to be worn virtually every day and cherished for years to come. Sustainability is key; our clothes endure, and we incorporate natural and recycled materials wherever possible. Moreover, we produce 50% of our collection in the UK.
We stand out further by embracing technology, data science, and engineering to foster a more sustainable brand with forward-thinking values. Unfortunately, only 8% of people in the UK can easily find clothes that fit, while 70% emphasise body positivity, and 46% prioritise quality when shopping. The fashion industry produces a staggering 100 billion items of clothing annually, with 30% never sold, worn once, or never worn at all. Shockingly, 25% of clothing discarded in landfills still has its tags on. Furthermore, 53% of items purchased online are returned, primarily due to fit issues. These are problems that need to be addressed upstream in the fashion industry.
With over 35 years of industry experience, I intimately understood the value chain and the clothing design, fitting, and manufacturing process. Conversations with friends and acquaintances confirmed that the problem was widespread. Extensive quantitative and qualitative data, wardrobe examinations, and focus groups revealed that ill-fitting clothes and poor quality were top concerns. Most concerning, these issues significantly impacted women's self-esteem. Even successful, confident women would break down in tears because they couldn't find clothes that made them feel good. It wasn't about money or a dislike of shopping; it was about finding clothes that truly fit and made them feel comfortable and confident.
We've received an Innovate UK Government Grant to support our research into this problem, which recognises our efforts and acknowledges the issues we've identified. We're collaborating with scientists, engineers, pattern cutters, and experts worldwide to solve this issue. Our partnership with fabric mills allows us to create exclusive, sustainable, high-quality fabrics that suit our products and feel great against the skin.
Everything in our collection is something we would proudly wear ourselves. Zoe, our Creative Director, closely examines our data and maintains a continuous dialogue with our customers. Charlotte, our stylist, goes beyond our brand to help women with their clothing choices because this issue extends beyond us. We understand that our bodies change with age, and that's perfectly normal. To address this substantial problem with far-reaching consequences, we leverage the tools of progress, technology, and the future.
We've identified 7 Diamond shapes that we believe women can relate to, and we've trademarked this theory. Join our community and tell us which Diamond shape you identify with. Your honest feedback is crucial for our growth. We're receiving positive feedback, gaining repeat customers, and earning accolades along the way.
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