How Fitting: design a slow fashion business that fits

We’re told in fashion business that your brand’s patterns are your IP, don’t let anyone else have access to them. It is true that your patterns are one of the most legally protectable aspects of your brand’s unique fit and design aesthetic, but is gatekeeping patterns really necessary for fashion business success? Today’s guest, Megan McCullough took the opposite approach for her brand The Sample Room. 100% of styles are available as both the finished garment and the sewing pattern. Not only that, but Meg designs each pattern and style to be upcycled so that the final garment is not its final form. The unique business model means The Sample Room operates half way between an apparel company and an indie pattern company. In episode 135, we talk about the reasoning behind her decision to sell her patterns and ask the question: ‘Is there any financial benefit to working with upcycled materials?’. It’s an interesting conversation about business, fit, circular design, and more. Hear how this all fits together in her signature Workwear Jacket. Meg McCullough is a clothing designer and the founder of The Sample Room, a circular fashion brand focused on designing garments that can be remade, repaired, and eventually returned to the earth. She also runs Studio M, a freelance apparel design studio where she helps small brands design and tech pack clothing. With over a decade in the fashion industry, her work focuses on better design, natural materials, and clothing made to last. What we learn about fit in this episode: Fitting the people The Sample Room customers’ response when she designed the Workwear Jacket to be upcycled Why Megan shifted from using GOTS certified cotton to upcycling garments in her fashion brand What The Sample Room’s fit testing process looks like given that they sell both garments and patterns How Megan balances fitting each individual fit model versus fitting her customer across the board How Megan keeps the fit and sizing consistent across her fashion brand while working with a variety of fit testers Fitting the performance The regional lifestyle that influenced the amount of ease in the Workwear Jacket How The Sample Room’s different income streams fit together in the business Fitting the purpose Why Megan sells The Sample Room patterns as well as finished garments How Megan designs her patterns so that the garment can be upcycled Fitting the production The production costs of using upcycled versus production using virgin materials How Megan handled conversations with her factory when there was pushback on the sustainable way she wanted her apparel manufactured People and resources mentioned in this episode: The Sample Room website The Sample Room Instagram The Sample Room Youtube Meg’s email Meg’s LinkedIn Circular Factory biodegradable trims Clo3D fashion design software Optitex patternmaking software Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

If you are anything like me, you’ve started paying way more attention to the ingredients in our food and realized just how many nasty ingredients are hidden within. If comprehensive ingredient labels existed for clothing, they would be equally shocking. Even in garments labeled as “natural fibers”, there are hidden sources of plastic and chemicals that have a negative effect on our health and the health of our planet.  For Meli and Rensso Hinostroza, this realization turned into curiosity and a deep dive into 100% plastic-free clothing production. The two siblings have started two brands – Arms of Andes and Eco Aya. In episode 133, we go into the nitty gritty details of eliminating all plastic from the clothing they make down to every thread, zipper, button, and fabric finishing and how they had to set up their manufacturing to do it. Melissa and Rensso Hinostroza are the sibling co-founders of Eco Aya, a plastic-free non-toxic lifestyle brand, and Arms of Andes, home of the world’s only 100% alpaca outdoor apparel. In an industry dominated by synthetic fibers and microplastics, the sibling duo have returned to their roots to offer a high-performance alternative that is entirely natural and biodegradable.  Born in California and raised between the U.S. and Peru, they have spent their lives navigating two worlds, a perspective that allowed them to see how heritage-driven techniques could solve the modern environmental crisis in the global outdoor market.  Meli Hinostroza is the brand’s creative force and strategic visionary. She leads marketing, sales, and the customer experience, ensuring that every campaign reflects their deep-rooted commitment to the planet. For Meli, the mission is to dismantle the industry's reliance on plastics by building a brand that connects people back to nature through sustainable, purposeful design.  Rensso Hinostroza is the operational backbone of the company. With a background in international business, he manages the entire supply chain directly from Peru. He is the guardian of the brand’s transparency, overseeing everything from sourcing raw fibers to final production. A believer in a minimalist approach to adventure, Rensso is dedicated to proving that performance gear doesn't need chemicals or plastics to excel in the world's harshest environments.  Together, Meli and Rensso are bridging the gap between ancestral wisdom and modern technical performance, proving that the future of the outdoors isn't synthetic, it's natural. This episode explores: Fitting the customer Who Meli and Rensso designed Arms of Andes and Eco Aya for The questions Meli and Rensso wish customers would ask of brands The questions brands should be asking of their suppliers Fitting the lifestyle How the sustainable lifestyle Meli and Rensso grew up with influenced their early business decisions Why Meli and Rensso decided to bring all their textile and garment production in-house in a single country The nitty gritty details of how Rensso and Meli got rid of the hidden sources of plastic in their brand’s clothes Fitting the values Why Meli and Rensso put so much value (and effort) into making clothes plastic-free The balance between longevity and biodegradability People and resources mentioned in this episode: Eco Aya. website Arms of Andes website Eco Aya Instagram Eco Aya email Take the podcast listener survey here. Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

If there is one thing that entrepreneurs face every day, it is choices. Some choices are deliberate and planned in advance. Others are made last-minute when something unexpected happens – like a 13 second video going viral when the featured product is already sold out. With every choice, you get to choose the type of life and business you want to run.  This is just what Kelsey Campion has been doing for the past 10 years. She is the founder and Chief Sequin Officer of Fringe + Co and my guest in this episode 131. What started in her spare bedroom, grew into a thriving brand that supports color, celebration, and her local New Orleans community. With each stage of her business – even when the decisions haven’t been so sparkly and fun – Kelsey has chosen to transparently live by her values. Kelsey Campion is the founder and Chief Sequin Officer of Fringe + Co., a New Orleans–based fashion brand rooted in celebration, color, and community. She started Fringe + Co. over 10 years ago out of her 200-square-foot spare bedroom, building the business from the ground up with creativity, grit, and a belief that getting dressed should feel like a party.  As the brand grew, Kelsey faced a turning point: scaling production without sacrificing her values. Determined to keep manufacturing local and ethical, she partnered with a New Orleans manufacturer for four years. In 2021, a single viral video changed everything — accelerating the business and creating the opportunity to purchase that very manufacturer in 2022.  Today, Kelsey not only produces Fringe + Co. locally, but also manufactures for other brands, helping founders bring their ideas to life while keeping production ethical, transparent, and community-driven. Her work and story have been featured on The Today Show, she’s been scouted by Shark Tank, and she continues to advocate for small-batch manufacturing, creative entrepreneurship, and building businesses that don’t require burning out or going it alone. This episode explores: Fitting the customer How Kesley designs pieces that go beyond parades and special occasions Why Kelsey is super transparent with her customers about the behind the scenes of her business Why Kelsey describes herself as a “selfish creative” and how that has served her business How Kesley makes Fringe + Co more accessible to people despite a higher price point Fitting the lifestyle Why Kelsey has been feeling a bit bored in her business right now and what she’s doing to bring creativity back How going viral forced Kelsey and her team to systematize the business How the city Fringe is part of (New Orleans) influences the brand How running a fashion business for over a decade transforms your lifestyle Fitting the values The values Kesley will never leave behind as her business grows How Fringe customers became some of the biggest advocates for Kelsey’s business values The points where growth can test your values People and resources mentioned in this episode: Fringe + Co. website Fringe + Co. Instagram Fringe Factory Instagram Kelsey’s email Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

As people in creative fields, many of us can look back and see how our activities and interests as a child led to the work we do today. We may have grown up and grown out of clothes along the way, but some things never change. Creativity and other values that are important to us show up in our adult life through our fashion businesses. This is certainly true for today’s guest Bergen Anderson. Her brand, Lilla Barn, makes colorful and sustainable clothes for kids and grownups alike. As a lifelong sewist, Bergen Anderson started Lilla Barn in order to make colorful, genderless, sustainable, baby clothes that stand out in a world of pinks and blues. In the last 12 years, she has grown her brand to include grown-up clothes, accessories, and homegoods including a storefront/studio in Andersonville, Illinois.  Inspired by visual artists who play with color and texture, her work is intended to bring joy, creativity, and individuality into everyday life. Bergen enjoys exploring the overlaps between traditional craft ("women's work"), modern textiles, and functional fine art. As a slow fashion advocate, she believes the personal is political and that our consumer habits and creating habits should align with our values.  This episode explores: Fitting the customer Why Bergen designs what she likes even though she is technically no longer her own target customer Bergen’s process for patternmaking and sizing and its pros and cons for fit Fitting the lifestyle The hardest part about hiring a small team for Lilla Barn The extent that creative habits are intertwined with personal and business lifestyles The projects Bergen wants to take on in her business once she has a bigger team How opening a retail space changed Lilla Barn’s business model Fitting the values How to communicate brand values in a way that is meaningful and relevant even as the broader culture changes around us People and resources mentioned in this episode: Lilla Barn website Lilla Barn email Lilla Barn Instagram Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

Changing algorithms, the constant time investment, and, with the rise of AI, even more content to compete with for customers’ attention make many of us want to avoid social media altogether. However, it can seem like a necessary evil. Isn’t every brand on social platforms? But what if staying off socials as a fashion brand isn’t just the right choice for your mental health as a founder, but also for your business strategy?  This is the choice that Maria Alejandra Alvarado has made for her luxury workwear brand ZADIMA. In episode 127, she shares how she’s connecting with people to market her brand instead of competing with algorithms. For Maria, it felt like a natural fit that aligns with her business.  María Alejandra Alvarado is a marketing leader with nearly 15 years of experience shaping brand and product launch strategies for global companies. For the past three years, she’s been building ZADIMA — a brand born from her desire to help modern professionals dress beautifully and intentionally, without adding more decisions to already full days.  Frustrated by the lack of color, personality, and quality in workwear, María set out to create pieces that combine great tailoring, elegant silhouettes, and luxurious Italian fabrics. Each garment is crafted from exquisite Italian deadstock textiles in a woman-owned atelier in Manhattan’s Garment District, designed to make women feel confident, polished, and effortlessly themselves. This episode explores: Fitting the customer The smart questions Maria asked while gathering customer research The ways that knowing her customer helped Maria make decisions about fabric, designs, and colors Fitting the lifestyle How the lifestyle of the Zadima customer shaped the marketing strategy The practical ways Maria generates word-of-mouth referrals How Maria represents her brand as the founder How Maria prioritizes tasks in her business Fitting the values Why Maria decided to produce her collection in NY How Maria uses AI tools in alignment with her relationships and quality-focused business values People and resources mentioned in this episode: ZADIMA website ZADIMA email Maria’s LinkedIn Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

Newness builds excitement, but consistency builds trust. Which one will get your brand to a decade in business? Erin Gray Morton just celebrated ten years of her gold-filled jewelry and premium tee shirt line erin gray. The brand has grown to being stocked in over 800 boutiques. To get there, Erin and her team have prioritized relationships while figuring out how to make each wholesale show feel new with basics products that are more timeless than trendy. In episode 125, hear the ways erin gray builds trust with customers and the boutiques that buy wholesale from them, how Erin keeps herself from a lifestyle of overworking even when she loves what she does, and how Erin structured the business model and pricing from the very beginning to allow giving back to causes she values. erin gray is a female-owned and operated brand from Atlanta designing elevated essentials with a touch of luxury. Their customers primarily love them for two things: their cult-favorite Pima cotton tees and refined tops that offer high-end style at accessible prices and our 14k gold-filled waterproof jewelry, which wears like solid gold without the high cost. Erin built this brand from the ground up and the brand is now featured in more than 800 boutiques nationwide. Giving back is our heart - Erin lost her mother to cancer, so supporting cancer research is at the core. The atmosphere at erin gray's Atlanta warehouse is fun, respectful, flexible, family-oriented and customer-focused. The team gets things done without compromising the things and people who matter to them the most. This episode explores: Fitting the customer The ways erin gray builds trust with customers and the boutiques that buy wholesale from them The effort that went into developing the best basic white tee (because simple is never simple!) How erin gray creates newness at each wholesale market with a basic, timeless product Why Erin thinks wholesale shows will never go away Fitting the lifestyle What they did differently when erin gray introduced apparel alongside their jewelry line How Erin keeps herself from overworking even when she loves what she does How Erin has expanded her team over the years The benefits of a long wholesale design and development calendar What to do when you get bored of your product before it even launches Fitting the values How Erin structured the business model and pricing from the very beginning to allow giving back to causes she values Ways your business can give back to causes you care about beyond cash donations Why customer service is so important for the success of erin gray People and resources mentioned in this episode: Erin Gray website Erin Gray email Erin Gray Instagram Erin’s LinkedIn Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

We talk about how timeless fashion lets us build sustainable wardrobes. What if the benefits of timelessness weren’t confined to our customers’ closets? Today’s guest, Gabriela Garcia Olivo, found that her timeless designs helped her build a more sustainable business. Her story is one of resilience, refinement, and reflection. In episode 123, she shares her perspective on what it takes and why it is worth it to build a fashion brand. Gabriela Garcia Olivo is the founder and creative director of Gabriela Michele, a timeless women’s clothing brand inspired by the elegance of 1950s fashion and the captivating spirit of Latin American women. Born from a desire to celebrate feminine sophistication in everyday life, her brand merges vintage glamour with modern craftsmanship. With a commitment to quality, her collections feature natural fabrics, tailored fits, and thoughtful details that invite women to embrace their confidence and femininity. This episode explores: Fitting the customer  Why Gabriela does not use herself as the fit model even though she is her target market The surprising demographic of women who resonate with her brand The two things that have made the biggest difference in finding her customers and growing the brand Fitting the lifestyle How long it took from idea to launch The aspects of vintage style that Gabriela has carried into her designs Why Gabriela paused her brand twice since initially launching What kept Gabriela going when sales were slow and burnout was looming How Gabriela balances ambition with realistic expectations for her business Fitting the values How Gabriela found a factory and patternmaker that she trusts How timeless style has led to a timeless business People and resources mentioned in this episode: Gabriela Michele website Gabriela Michele Instagram Gabriela Michele email Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

Michelle Dwight has a notebook of what she calls weird and wonderful ideas. These ideas become convertible dresses and swimwear for curvy women. She started her brand, Aulieude, as a young designer wanting stylish, sustainable fashion. As her business has grown, she’s learned to apply her creativity to her business and not just her designs. As she’s grown too, she’s decided what things are and are not worth compromising. In episode 121, hear how the Aulieude customer has grown up as Michelle has, how Michelle’s lifestyle has played into her business decisions over the years, and why business values are extra important when you are ready to scale. As a girl, Michelle loved creating beauty from the found materials around her. Often shopping clothes to sew into something new and pattern making from intuition on her spotlight mannequin with A4 printer paper and sticky tape. She made platform shoes in woodwork, leather working, making corsetry, consistently fascinated by the construction of various mediums. Michelle would dress her sister and her friends up in her creations and emulate vogue editorial shoots with an old SLR camera and a vision.  Aulieude was founded in 2017 by our then 23 year old Designer, Michelle Dwight, making dresses from her bedroom. After studying at Sydney’s Fashion Design Studio and working in the Fast fashion industry, Michelle grew tired of flimsy garments and wanted to craft quality fits that would be loved over a lifetime.  Passionate about sustainability, she set out to create conscious clothing that didn’t compromise on style. In lieu of (‘Au Lieu De’) shapeless eco fashion on the market, Michelle took pride in carefully constructing flattering feminine silhouettes that celebrated a woman’s curves – designing adjustable and multiway pieces that tailor to the wearer’s unique shape and style.   Gaining a loyal following in the Market stalls of Sydney and Melbourne, Aulieude transitioned to selling exclusively online. They have since proudly expanded their size range, introduced original prints and formal wear as well as their most recent category, Swim! Every Aulieude garment is pattern made by hand in Michelle’s Melbourne Studio by the designer herself. Aulieude samples are made for Michelle’s curvy body and she fits each creation on models of various sizes to make sure that the quality and fit of the pieces are absolutely perfect for you.   Michelle, now 32, is continually inspired by the wonderful community of women Aulieude has garnered. Strong, caring women who own their femininity and deserve to be supported and empowered. Engaging with and serving this community brings so much joy and fulfilment that continues to inspire the collections to come. This episode explores: Fitting the customer Who Michelle designs for What Michelle learned about her customers at markets The new “risky” category that Aulieude recently added Why Alieude changed how its pieces are sized Fitting the lifestyle How much Michelle saved up to start Aulieude and fund her first production run The big mistake Michelle made when she attended her first market How Michelle’s lifestyle has played into her business decisions The reason Michelle didn’t want to be the face of Aulieude initially and what changed her mind How Michelle has grown as her business has Fitting the values Why values are super important when you are ready to scale your business An aspect of sustainability that many fashion founders overlook Why Michelle travels to visit her factory (it is NOT to check in on production) People and resources mentioned in this episode: Aulieude website Aulieude Instagram Aulieude email Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifes

Luxury doesn’t always look like designer clothes, high heels, and a “dream” fashion job in NYC. Sometimes it looks more like quiet morning moments getting ready for a big day, hand-stitched embroidery on a vintage table linen, and barefoot commutes to a home office in a Spanish apartment. Christine Lindebak has always appreciated these small details. With her bridal loungewear brand, Lindy Lindy, she has leaned into these details even more. Each piece is crafted using vintage textiles that share a luxurious story of their own. In episode 119, hear why her lounge and sleepwear designs were a perfect fit for brides, how Christine’s identity and lifestyle massively changed when she quit corporate, and the ways that Christine has considered scaling that align with her values. Christine Lindebak is a fashion industry veteran, having worked for Emilio Pucci, Mulberry, and Alexis Bittar. She is the founder of Lindy Lindy, creating bespoke homewear from vintage Spanish linens for brides seeking one-of-a-kind getting-ready attire. Christine is also the force behind Sewing and the City, selling fashion sewing patterns online and in shops around the globe and inspiring people of all ages to sew their own clothes.  This episode explores: Fitting the customer Why the bridal loungewear market organically fit Lindy Lindy How Lindy Lindy’s niche made marketing easier for Christine How Lindy Lindy pieces are sized Christine’s approach to pricing her pieces Fitting the lifestyle How Christine landed her first wholesale partnership Why Christine quit her “dream” career in luxury retail How Christine’s identity and lifestyle massively changed when she quit corporate Fitting the values The reason behind Christine’s premium sewing construction choices How the textiles themselves shape Lindy Lindy designs How Christine’s values play out in the day to day operations of Lindy Lindy The ways that Christine has considered scaling that fit her values People and resources mentioned in this episode: Lindy Lindy website Lindy Lindy Instagram Sewing In The City website Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

Work smarter, not harder. That is what the high achieving women who wear Luxeire’s technical tailored button-ups are doing and what mother-daughter co-founders Gina Kuyers and Margot Adams do in their business as well. (Okay, sometimes they are working smart and hard). In just five years, they’ve grown the brand to 7 figures. They’re self-funding the business and the growth hasn’t come without risks. They’ve learned to experiment quickly and have found what investments pay off for them and which don’t. Their whole business is built for problem solving. In episode 117, Gina and Margot share how they’ve focused Luxeire’s marketing and ad strategy around what matters most to their customers, how they take risks without jeopardizing their family life, and why producing in New York city fits their business values. Gina Kuyers: Co-Founder and CEO The idea for Luxeire emerged from founder Gina Kuyers’ frustration with the discomfort and high maintenance of beautiful clothing. Gina, unable to find any brands that offered the perfect fit, decided to take matters into her own hands and create one. With a 20-year career and a PhD in school psychology, Gina had spent decades applying research to real-world problem solving. She used this expertise to identify a significant gap in the fashion industry: the lack of stylish, comfortable, and low-maintenance clothing that fits perfectly. Motivated by her own experiences and the needs of countless others, Gina set out to create Luxeire. Gina’s meticulous approach to research and problem-solving has been instrumental in the development of Luxeire's unique product line. She has leveraged her analytical skills to source the finest materials and employ innovative design techniques that ensure each piece is both functional and beautiful. Luxeire’s wardrobe staples are a testament to Gina’s commitment to quality, comfort, and sustainability, offering a perfect fit for modern lifestyles. Luxeire stands as a testament to her dedication to solving everyday problems with elevated, practical solutions. Margot Adams: Co-Founder and Head of Marketing and Sales In December 2020, Margot Adams, Gina’s daughter, joined Luxeire as the dynamic head of marketing and sales. Serving as the driving force behind the brand’s direct-to-consumer launch, Margot's leadership has been instrumental in reshaping Luxeire’s market approach. Margot attended the prestigious Parsons School of Design in New York City, where she immersed herself in business design with a special focus on marketing and sustainability. While at Parsons, she honed her creative skills and developed a keen eye for aesthetics and trends. Her time as a marketing assistant and stylist for Sarah Flint further enriched her understanding of the fashion world, allowing her to blend practical experience with academic knowledge. This background has been instrumental in shaping Luxeire’s brand identity, infusing it with innovative marketing strategies and a strong emphasis on sustainable practices. Margot’s creative vision and strategic insight have been pivotal in elevating Luxeire's market presence, ensuring the brand resonates with contemporary consumers who value both style and sustainability. Her ability to merge creative artistry with business insights continues to be a driving force behind Luxeire’s success. This episode explores: Fitting the customer Who the Luxeire customer is The problems with classic tailoring that Gina and Margot set out to solve How Margot focused Luxeire’s whole marketing and ad strategy around what matters most to their customers Why it all started with a problem and one special fabric Fitting the lifestyle How Gina and Margot take risks without jeopardizing their family life Gina and Margot’s vision for success What Gina’s business plan looked like when she first started versus now What has worked and not worked for Luxeire when it comes to hiring help Fitting th

When your brand focuses on a specific body shape, creating clothes that fit is fairly easy. But what if you are designing for specific psychographics instead of demographics? What does fit look like then? Heidi Keil is the founder of Humble Hearts Clergy Apparel. She designs clothes for female pastors and chaplains – which is super niched on both faith values and vocation, not necessarily body type. Manufacturing clothes and a business that fits has been a prayer-filled journey for Heidi, but she serves in this way because she loves it. In episode 115, hear how Heidi arrived at a size chart and a size range that fits the pastors she serves, why Heidi started Humble Hearts as a business but it’s turned into more of a hobby within her lifestyle, and how Heidi’s faith values and favorite bible verse inspire her humble approach to running her brand. Heidi began designing clergy apparel, at the request of her pastor, when she was a student in an Apparel Design program. It was something Heidi continued to offer, somewhat sporadically, while working in the costume shop at The Guthrie Theater following graduation. When the theater closed due to the pandemic in 2020 she turned her time and attention to creating a line of clergy apparel (mainly due to her own need for something to fill her time). Gradually, with the help of family, friends, past instructors and work contacts she slowly developed an online presence. Humble Hearts Clergy Apparel is in its 5th year. Where does the name come from? "...live a life worthy of the calling you have received. Be completely humble and gentle; be patient, bearing with one another in love." Ephesians 4:1-2 Heidi shares: "This small business has been a wonderful way to blend my interest in fashion and apparel design with my faith." This episode explores: Fitting the customer The number of  iterations it took to get the Humble Hearts size chart and size range right The things Heidi had to learn when she switched from her costume shop job to manufacturing clothing for Humble Hearts How Heidi learned what details and functionality are important for clergy apparel What changed when Heidi realized she didn’t have to do everything herself Fitting the lifestyle Why Humble Hearts started out as a business and has now become more of a hobby for Heidi How Heidi’s season of life allows her the time flexibility to run Humble Hearts  How those around Heidi support her in this business The activity that has the biggest impact on sales for Humble Hearts Fitting the values Heidi’s humble approach to running her brand How the liturgical calendar affects Humble Hearts’ selling season How Heidi’s work with Humble Hearts serves a greater purpose People and resources mentioned in this episode: Humble Hearts Clergy Apparel website Humble Hearts Clergy Apparel Instagram Heidi’s email Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

We’ve all been burned by an online clothing purchase that didn’t live up to its promised fit and quality. It is no wonder that women who don’t fit standard-size charts are hesitant to purchase from a new brand online. This is the challenge that AAM The Label CEO and founder Neha Samdaria has overcome within her brand that designs for pear-shaped women with fuller hips and thighs. In episode 113, Neha shares exactly what she did to build trust with her customers and factory, keep return rates super low, get stocked in Nordstrom, and have Buzzfeed and Forbes editors writing raving reviews. Neha Samdaria is the founder of Aam The Label, a sustainable fashion brand for the ~25% of women with fuller hips and thighs than the standard size chart. Founded based on her own experience as a pear-shaped woman and bootstrapped entirely from her savings, the brand is now available at Nordstrom and has been featured in Forbes and Cosmopolitan. Neha holds an MBA from Stanford and a Bachelor's In Science from Caltech. This episode explores: Fitting the customer How Neha created her own unique size chart for AAM The Label that focuses on body shape more than size How Neha conducts fit testing to make sure she gets the best fit for her brand and not just the individual fit models How AAM The Label got placement in Nordstrom Fitting the lifestyle The exact things Neha did to build trust with customers online How AAM The Label had to adjust to make wholesale work Neha’s original goals and timeline for business success and how her goals are different now The pros and cons of retail and wholesale The biggest mistake Neha made starting out Fitting the values What AAM’s values of fit, quality, and sustainability & ethics look like in practice How Neha found her factory, patternmaker, designer, and sample makers People and resources mentioned in this episode: AAM The Label website  AAM The Label Instagram AAM The Label email Neha’s LinkedIn AAM The Label on Faire - wholesale marketplace Traction: How Any Startup Can Achieve Explosive Customer Growth book by Gabriel Weinberg and Justin Mares Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.

More and more in today’s fashion industry, women are the ones in charge and designing for themselves instead of for some unrealistic societal ideal. Kimberly Becker is doing this and going a step further for women’s rights with her brand K. Becker. In episode 111, hear how politics, feminism, and sustainability guide her work and how she’s using fashion to give back to causes that support women across the globe. Kimberly started this journey as a Textile Major at RISD. After graduating, she worked in the garment district of Manhattan for about a decade off and on – beginning at Liz Claiborne, and then moving to upholstery fabric design, always focused on designing the fabrics. Kimberly’s time at Liz Claiborne gave her priceless experience, both about how the business was run and also in getting exposure to the suppliers and manufacturers from around the world.  Fast forward 25 years and she is creating art focused on women's rights. Her House Dresses and Dolls for Change were both discussions about how women are still facing an uphill battle in the world. Someone asked her why she wasn't designing clothing. They loved the way the dolls Kimberly was making were dressed. It took about 6 months for Kimberly to find the courage to try. That decision was life-changing. She’s one year in and the brand is settling into the collection and message she feels fits what she was aiming for.  K.Becker is a collection of sustainable pretty things that fit and flatters real women's bodies. Empowering women is vital. When we feel beautiful we are a force. All clothing is sewn in NYC, and knit in Brooklyn and the company is an all-women team. Kimberly donates 5% of all profits to women-focused causes.  In this episode, you’ll learn: The two sides of feminism in fashion and where Kimberly sees both in the industry today How politics and women’s rights activism sparked the idea for K. Becker Why Kimberly moved away from describing her brand as petite The thing that Kimberly asks her focus groups of women to bring The balance between being too corporate and too personal as a brand The core message and values that guide K. Becker How Kimberly met her factory and patternmaker The importance of consistency Why Kimberly doesn’t like to use blended fiber materials How Kimberly’s background in textiles influences her fabric and apparel design decisions People and resources mentioned in this episode: K. Becker website (use code "Fitting20" for a 20% discount!) K. Becker Instagram Kimberly’s email Kimberly’s LinkedIn Jane Hamill - Fashion Brain Academy - fashion business coach Do you want fashion business tips and resources like this sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes plus daily content on creating fashion that fits your customer, lifestyle, and values.