Standard sizes are crap

‘Today I was listening to a conversation between 3 stylish women who sat a few meters from my desk. It went like this: I used to be a size 38, but now I am rather a 40 or 42, but I still buy 38 and pretend that’s it’s fits. The other women: I have always this problem with trousers that I have such small legs. As a result, the sizes I should buy are always to big on my legs. So, I buy a size smaller, buts now the trousers are pretty uncomfortable in my waist… The third woman added: I think the sizes has changed over the years; my mother was wearing a size 38 when she was younger, but I really can’t fit her garments from that time.

It’s so interesting because it shows the complicated relation we have with standard sizes. I really wanted to say to these women (but I didn’t): forget about standard sizes! They don’t help you, instead they only make you feel despaired. So instead I say it here: standard sizes are crap!

This conversation is exactly the reason why we do size free fashion. We want to help women to become more confident about their own size. It’s not your size which is wrong, it’s the fashion industry!

Custom made essentials

At Studio Heijne, we are disrupting the fashion industry. We are questioning the way how products are produced: in standard sizes and through mass production.

We are taking the next step: The release of our collection `Custom made essentials` with must-have garments which are the base in most wardrobes. With this collection we are also taking the next step in the sizing challenge. We know that trousers are the biggest challenge when it comes to finding a good fit. That’s why we developed the best basic trousers every woman needs in her wardrobe. I am talking about 2 different types. To be more specific we soon are launching jeans and the perfect black trouser. The best thing is that you will be able to adjust the fit to your personal length and size!

What we are doing is groundbreaking! No other brand is offering a complete customizable, modern wardrobe for woman.

So, forget about bad fitting jeans and browsing through plenty of stores in search for the best fitting pair. And forget about ordering 2 or 3 sizes, to be able to maybe get one right. And most of all forget about returning another pair of trousers because they didn’t fit!

3 More weeks to online launch!

And for you who is our customer already, don’t forget to check your inbox and answer the invite to our pre-launch party.

 

Have a lovely weekend!

 

Love Wendy