Why did DEWEY pivot to serve ALL individuals under 5ft?

Why did DEWEY pivot to serve ALL individuals under 5ft?

Most fashion brands have historically overlooked clothing for people under 5ft, and those that do cater often focus on clothing for short stature or adaptive clothing for individuals with disabilities.

Then, a viral clip from our debut at London Fashion Week in September 2022 revealed a widespread issue: many extra petite individuals under 5ft, without conditions or disabilities, reported in great numbers, that they too felt ignored by the fashion industry. Petite size clothes simply did not fit.

This pivotal moment ignited our determination to relaunch our brand and extend our reach, ensuring that every body under 5ft is represented and celebrated in fashion.

 What happened to the fashion industry?

1. Inconsistent Sizing The fashion industry relies on arbitrary sizing systems that don't reflect real bodies, making it almost impossible to find clothes that fit correctly.

2. Vanity Sizing As brands adjust their sizes to make shoppers feel skinnier, the numbers become meaningless, leading to confusion and frustration.

3. Limited Representation Many stores don't carry sizes for the majority of real bodies, especially for those who are curvier or of different statures, leaving a significant portion of shoppers without suitable options.

4. Embarrassing Fitting Rooms Shoppers often feel self-conscious in fitting rooms, dealing with mirrors that distort their appearance and curtains that don’t provide full privacy.

5. Lack of Help Asking for assistance feels embarrassing because it suggests that the shopper's body is at fault, rather than the clothing’s fit.

6. Online Shopping Hassles With 40% of apparel purchases returned due to sizing issues, online shopping becomes a cycle of trying and returning, creating inconvenience for shoppers and high costs for retailers.

Why Aren't Clothes Made to Fit Real Bodies?

The fashion industry's transition from custom-made to mass-produced clothing during the Great Depression and WWII established the current off-the-rack sizing system. It is reported, early studies revealed that women preferred not to share their measurements (with the men carrying out the studies), prompting the creation of an arbitrary sizing system. The diverse range of body types in the U.S. and the U.K. further complicates the development of a one-size-fits-all standard.

What is the impact on our community?

The lack of appropriate sizes and clothing that fits has serious negative effects on men and women globally. Women face intense scrutiny for their appearance in professional and personal settings, and the emotional toll of trying to fit into arbitrary sizes shatters confidence and self-image, making shopping stressful and disheartening. Shopping in children's sections is humiliating and inappropriate for adult bodies, while paying for costly alterations strains finances and delays gratification. Men under 5ft endure similar struggles, often resorting to shopping in boys ’sections, which severely impacts their self-esteem and confidence. Poorly fitting clothing undermines their professional appearance, affecting career opportunities and personal relationships. The neglect of this demographic is profound, with market research firms not even tracking their needs, leaving a significant gap in the fashion industry. The emotional state of both men and women is deeply influenced by what they wear, with 96% of people agreeing that clothing impacts their mood and self-perception.

What Can Be Done?

• Standardised Sizing While some suggest a universal sizing system, it may not be feasible due to the diverse body types globally.

• Custom Fit Solutions Innovations like measuring and recommending the right fit, rather than just the size, could offer better solutions.

• Inclusive Brands Retailers need to recognise and cater to the diverse body shapes of their customers, providing a wider range of sizes and better fit options.

 The debate over sizing is a call to action for the fashion industry to rethink and redesign its approach, ensuring that all customers can find clothes that fit their real bodies and make them feel confident.

Our Mission

Our mission is to become the most inclusive, extra petite fashion on earth. We aim to offer comprehensive collections that represent the diverse beauty of our community. By raising awareness and advocating for inclusivity, we hope to redefine what inclusive fashion truly means.

Join us in redefining inclusive fashion. Together, we can create a world where height is a source of pride, not an obstacle.

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2 comments

I am 38 and stand 4ft 4in I’m tired of shopping in the little girls section. I hate pink and unicorns lol

Tonya

Thank you! I am 4’11, I appericate someone noticing that not all are 5’6 and a size 4. Excited to see what you have to offer.

Amy

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