How Fitting: design a slow fashion business that fits

Jaksot

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  Considering What Slow Fashion Means For A Brand’s Present and Future with Arianna Levesque of Triplicity 18.08.2026 57min

  If you run a slow fashion brand, you’ve probably experienced this. You saw how wasteful the fashion industry can be and vowed to run your brand differently. You want to pursue quality over quantity, sustainable materials and practices, fair labor, and avoid over-production. But how does this slow fashion intent meet the reality of factory MOQs, wash tests, and production costs for a new brand? Plus, as the brand grows, is there a scale where a slow fashion brand is no longer slow fashion? These are all questions Arianna Levesque considers for her brand Triplicity. Arianna and her triplet sisters create versatile, chic pieces meant for a long-lasting capsule wardrobe. In episode 137, hear what slow fashion values Arianna prioritized as Triplicity started out, how she’s planning for the brand’s future growth, and how these goals impacted decisions for the Adelaide Adjustable Drawstring Pant. Triplicity was founded by Arianna Levesque, a graduate of the Fashion Institute of Technology. Arianna began her career designing for a fast fashion company and eventually realized she wanted to do things differently. She saw hundreds of styles produced each month in poor fabrics and likely unethical conditions, in trendy designs that would not carry over to the next year. It felt wasteful, and she wanted to offer styles that were higher quality, and could help people build a capsule wardrobe that they could wear for years to come, which would reduce waste, save people money in the long run, and make deciding what to wear easier. Inspired by growing up as an identical triplet and sharing clothes with her two sisters, Arianna developed a passion for designing basics with extra functional details that make her designs versatile, with flexible sizing on many of the styles. These features turn timeless basics into unique, adaptable pieces. What we learn about fit in this episode: Fitting the people How sharing clothes with her sisters growing up helps Arianna design capsule wardrobe pieces How Arianna incorporates adjustable features in each piece without cluttering the simplicity of the designs Fitting the performance The debate between natural and synthetic fibers and where Triplicity landed on their materials How the flexible designs are made for the lifestyle of the Triplicity customer Fitting the purpose How Triplicity follows a slow fashion approach Why sustainability probably isn’t the biggest selling point for your product Fitting the production Why Triplicity doesn’t follow a traditional fashion production calendar What Arianna envisions for Triplicity’s production model to scale the brand without giving up slow fashion values People and resources mentioned in this episode: Triplicity website Triplicity Instagram Triplicity TikTok Do you want daily advice and explorations on creating clothes that fit your customers and your business sent straight to your inbox? Sign up for the How Fitting newsletter to receive new podcast episodes and more.
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  Creative Confidence, Control, and Content-Product Offer Alignment with Ceilidh of BillyNou 30.06.2026 57min

  As entrepreneurs, we didn’t start businesses to create a job that we hate. In fact, for most of us, it is quite the opposite. We want our work to be fulfilling. But we also want it to pay the bills and not burn us out. So how do we build a business that is both fun and financially stable? That offers both creative confidence and commercial control? Where the day-to-day process feels magical, but also manageable? These are the kinds of questions that underlie all of our businesses and impact how sustainable running the business actually is. Ceilidh has experienced this first hand over the ten years she’s been running her brand BillyNou. What started as a natural dyeing hobby, became a maker business. As the brand grew, she realized both the strengths of her creative process and the limitations of her business model. In episode 136, Ceilidh shares how she’s aligning her product offering with the content she already loves to share and how the Original Overalls she started with still embody the magic she wants the BillyNou community to experience. Ceilidh Chaplin is a British designer and the founder of BillyNou, a slow fashion brand based in Provence in the south of France, focusing on unique, simple, statement pieces coloured with natural pigments and flowers. Born out of a desire for comfort and sustainability, BillyNou clothing is low impact and easy to wear. There is a strong focus on low impact fibers and using natural dyes to colour garments made with vintage and antique French linen. Most pieces are made slowly, from start to finish in her small atelier bridging the gap between fashion and craft. Ceilidh describes the natural dyes she works with as “living colours” having a charm and personality very unlike chemical dyes and offers natural dye workshops and tutorials in person and on line. She communicates her story and showcases her brand in collaboration with her partner, through high quality and visually beautiful content, encouraging people to consider their relationship to fast fashion and over consumption whilst also feeling they have stepped into a magical floral universe. What we learn about fit in this episode: Fitting the people What surprises Ceilidh about the women who buy BillyNou Why listening to her audience led Ceilidh to start teaching workshops Fitting the performance What makes some styles staples that sell for years or decades Fitting the purpose How BillyNou’s Original Overalls embody the brand’s values Why natural dyeing is a big part of the BillyNou brand and a big reason why customers buy from BillyNou How the new natural dyeing course that Ceilidh teaches is making her business more sustainable Fitting the production How Ceilidh balances control and consistency with creativity in production The moment Ceilidh realized that the content she was sharing online and what she was selling weren’t aligned People and resources mentioned in this episode: BillyNou website BillyNou Instagram BillyNou Youtube BillyNou 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.
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  Why This Circular Fashion Brand Doesn’t Gatekeep Their Patterns with Megan McCullough of The Sample Room 16.06.2026 55min

  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.
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  How To Engineer A Garment For A Feeling with Karen Poirier of Embrago 02.06.2026 1t 5min

  It’s an art, and a science. And something we don’t talk about enough in fashion. What do the physical properties of the fabric mean for the physical support of the body? We can read the info on the fabric header like the fiber content, stretch percentage, knit or weave structure, and gsm weight, but do we know how to use those to our advantage to achieve the look and feel we want in a garment? The data is structured, but the answers are squishy. Today’s guest, Karen Poirier, proved it is possible to engineer a garment – using the physics, fabric properties, and seam structure – for a feeling. Her brand, Embargo, re-engineers support for full-busted women with bra-alternatives that prioritize comfort and wellbeing. In episode 134, we talk about the engineering that went into their Full Support Bra-Free Top and discover what good fit looks like for Embrago. Karen Poirier, the visionary designer behind Embrago (em-BRA-go), is transforming women’s fashion with her innovative and sustainable approach. Embrago is more than just a clothing line; it’s a movement towards ethical and compassionate living that empowers women to embrace a minimalist fashion footprint.  For Karen, sustainability means creating multifunctional pieces that adapt to the natural changes in a woman’s body. After years of managing a fuller bust through the changes of pregnancy, breastfeeding, and midlife, she dedicated herself to developing a bra-alternative that supports overall health and comfort without compromising on style.  Her patented Body Responsive Fit™ system uses a new approach to built-in bust support that feels like a gentle embrace and ensures a perfect fit every day. This re-imagined system eliminates the pain and discomfort caused by traditional bras and automatically adapts to a woman’s body changes as she experiences hormone and weight fluctuations, from pre- to post-menopause. Embrago’s designs are crafted to be versatile, reducing the need for excess consumption.  Each piece is ethically produced in small batches, using the softest organic cotton and high-quality materials that prioritize both the planet and personal well-being. Karen’s mission is clear: to empower women to feel confident and comfortable, while also benefitting their health and the environment. Through Embrago, Karen is not only reshaping fashion categories but also transforming the way women think about getting dressed, encouraging mindful choices for a more sustainable future. What we learn about fit in this episode: Fitting the people How Embrago creates support without restriction for full-busted women The moment Karen knew that the product was finished The mindset shift that happens when women start wearing Embrago Fitting the performance Why Karen focused on seams in a market category that typically favors seamless construction  How to use the grainline of the fabric strategically for the garment’s function Fitting the purpose How Embrago helps women break free from the social pressure to hide or compress a larger chest Why Karen started Embrago in the first place Fitting the production The factors that went into Embrago’s pricing The fit-testing process for this innovative product People and resources mentioned in this episode: Embrago website Embrago Instagram Embrago Youtube Embrago email Karen’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.
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  Can We Make 100% Plastic-Free Clothing? with Meli and Rensso Hinostroza of Eco Aya and Arms of Andes 17.03.2026 59min

  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.
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  How Custom Clothing at Scale is Working with Daniela Rodriguez & Andre Ramirez-Cedeno of Neems Jeans 03.03.2026 57min

  The custom fit of bespoke clothing with the efficiency and scale of factory production: this is the sweet spot that so many fashion businesses are aiming for. However, finding this sweet spot can be as difficult as finding a pair of jeans that fits just right. Daniela Rodriguez and Andre Ramirez-Cedeno of Neems Jeans have found both. Traditional manufacturing is still evolving and the technology is still emerging. In episode 132, we look at what is working and what still needs work when it comes to custom clothing production. Daniela Rodriguez-Firmani and Andre Ramirez-Cedeno are the co-founders of Neems Jeans, a fashion-tech company using AI body-scanning technology to create custom-fit jeans for every body. Both Miami natives and Northwestern graduates, Dani and Andre worked as management consultants before their personal frustrations changed everything: they could never find jeans that fit perfectly.  In 2020, they launched Neems together - armed with zero fashion experience but fierce determination to solve a problem millions face every time they shop for denim. Together, they've scaled Neems into a rapidly growing seven-figure brand serving thousands of customers internationally, challenging the myth of standard sizing while proving that innovation and sustainability can coexist. Their mission: make clothing that fits people, not the other way around. This episode explores: Fitting the customer Why Neems isn’t constrained to fitting one customer niche The biggest customer segments for Neems and what that says about the fit of off-the-rack options How Daniela and Andre overcome skepticism from customers Fitting the lifestyle The point-of-no-return investment that Daniela and Andre made How Neems production has evolved through different stages of the business’ life How Daniela and Andre arrived at the price point for their custom jeans Fitting the values The vision and values that keeps them going even when things are hard The different reasons why customers buy Neems People and resources mentioned in this episode: Neems Jeans website Neems Jeans Instagram Choozr body scanning/measuring technology Tukatech pattern software and machinery 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.
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  Viral Growth Without Abandoning Your Joy or Values with Kelsey Campion of Fringe + Co. 17.02.2026 56min

  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.
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  Is Your Sizing Actually Good For Your Customer or Just Your Brand with Rick Levine and Steven Heard of ApparelWerks 03.02.2026 1t 4min

  We think that offering different sizes is serving our customers, but is it actually? Does standard sizing make it easier for the customer or does it just make it easier for the brand? Rick Levine and Steven Heard have thoughts.  They’ve each run multiple manufacturing businesses in different industries and are currently partners of the made-to-measure development and manufacturing studio ApparelWerks. No matter the business, their goal with product design, fit, and sizing has been the same: make each customer insanely happy. It impacts how they see production, technology, entrepreneurship, craftsmanship, customer relationships, and more. In episode 130, we cover it all. Steven and Rick were introduced when Rick was looking into body scanning for a problem his daughter, an engineer, was trying to solve. "There's a guy in Portland who's been making customized clothing for decades. He knows all about scanners and measurement." They discovered a shared appreciation for manufacturing technology, a fascination with old sewing machines, and a view that tech is only a means to an end; their past businesses were focused on making customers happy. Both were also looking for something new and interesting to do, and the result was starting ApparelWerks, a manufacturing and product development studio in Portland creating made-to-measure clothing. Steven Heard has decades of experience making clothing, starting at the Levi Strauss factory on Valencia Street in San Francisco, at a time when all patterns and samples for the company were still created there. He was a senior pattern-maker for Levi's Dockers brand, and went on to spearhead the world’s first large-scale bespoke jeans production, leveraging body scanning technology to craft custom jeans for thousands of consumers. He founded pattern service bureau Clinton Park, doing garment development and pattern work for numerous national and start-up brands, and developed a reputation for being the go-to patternmaker for denim development. He went on to found Japanese-inspired San Francisco denim and workwear brand Dillon Montara in 2014, and was the development and manufacturing partner behind Portland's Ship John brand. Rick Levine is the engineering black sheep in a family of artists. His father was a ceramist and designer, making and using tools to create mid-century ceramic tile and lamps on a large scale. Rick spent a lot of his time growing up around clay and machinery. Rick started his career as a producer and editor for film and video, and stepped sideways into programming tools and user interfaces for computer systems. He worked at Sun Microsystems early in its existence, and then at a series of start-ups. In 2006, Rick followed his interest in manufacturing automation to found chocolate brand Sun Cups. He repurposed industrial-scale chocolate techniques to create artisanal, organic, nut-free chocolates and made them available in thousands of stores. In 2013, he and his brother, designer Neil Levine, founded sock company XOAB, focusing on creating comfortable socks with a broad palette of Merino wool and Supima® cotton colors. They created a domestic supply chain, and used modified knitting machines and pattern analysis software to take new designs from sketch to shelf in less than a week, a capability unique in the hosiery industry.  This episode explores: Fitting the customer Why the garment won’t fit unless you’ve had a conversation with the customer The difference between solving fit for your brand versus solving fit for your customer The advantages and limitations of 3D body scanning for apparel development How they know when they got the fit right Fitting the lifestyle Scaling on-demand production How one-piece production flow changes the way you see efficiency How Rick’s and Steven’s background lead to their perspectives on manufacturing The tools Rick and Steven use to systemetize custom clothing Fitting the
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  Maintaining Creative Habits and Values As the World Changes with Bergen Anderson of Lilla Barn 21.01.2026 58min

  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.
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  Breaking From the Fashion Calendar with Intention with Dana Mortada of dal the label 06.01.2026 58min

  Fashion expects a lot from designers. It expects you to release new collections at a set seasonal schedule. It expects you to just know the right people and know where to find a good production partner (because as you know, some of the best factories don’t even have websites). It expects you to show up on social media to sell. These expectations can run your life if you let them.  Dana Mortada doesn’t let them. She gave up the traditional wholesale calendar and the pressure that came with it. Her four-year-old brand, dal the label, now releases new capsules on a flexible schedule that works for her. In episode 128, Dana shares how far she’s come by following intention instead of expectations. dal the label is a California womenswear brand redefining modern luxury through elevated essentials. Founded by designer Dana Mortada, the brand focuses on timeless, ethical pieces designed in Los Angeles and made to be worn again and again. Each collection reflects a commitment to intentional design, quality craftsmanship, and a slower, more thoughtful way of dressing. This episode explores: Fitting the customer Why simple designs are harder to fit The marks of craftsmanship that Dana designs for and looks for in clothing Fitting the lifestyle Why Dana doesn’t want the traditional fashion calendar to run her life and instead releases capsules whenever she is ready What makes Dana say dal has come a long way since first launching in 2022 The biggest challenge Dana is trying to solve on the business side Why Dana moved some of her production overseas Fitting the values How long clothes last depends on the designer and the consumer How Dana answers the question of “does the world need another fashion brand?” based on her values People and resources mentioned in this episode: Dal the Label website Dal the Label email Dal the Label 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.
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  Why This Brand Launched Without Social Media and What They Did Instead with Maria Alejandra Alvarado of ZADIMA 18.11.2025 58min

  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.
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  Intentional Fashion Looks Different as a Founder with Lucielle Salomon of ARIMMA 04.11.2025 54min

  In slow fashion, we like being intentional with our clothing choices. We want our wardrobes to be aligned with what we care about and how we live. It is a reassuring kind of intention. Then there is another type of intention that affects fashion founders – the way we intend things to go. We have intentions for the launch, product development timelines, or what it means to be a good founder. But as anyone who has started a business knows, things don’t always go quite as intended. So how do we balance intention and reality? In episode 126, ARIMMA founder Lucielle Salomon shares how she moved past her assumptions about what it means to be a founder and finally launched her brand. Through the process, she now sees fashion in a new light. Lucielle Salomon is a Dominican-American founder, fashion editor and storyteller advocating for a slower, more soulful approach to style and business. With a background in journalism and a sharp editorial eye, she blends thoughtful design with meaningful storytelling, inviting her audience to dress with intention, find beauty in the everyday and redefine what success looks like through a values-first lens.  She is the founder of ARIMMA, an on-demand women's wear brand rooted in romantic silhouettes, timeless details and environmental responsibility. Every piece is crafted only after it's ordered—minimizing waste, reducing overproduction and creating space for clothing to be made with care. ARIMMA designs use natural or low-impact materials and are constructed with durability, emotion and longevity in mind.  Through her Substack newsletter, Woven Letters, and growing digital platforms, Lucielle shares a curated blend of sustainable fashion finds, emerging brands, and everyday rituals—from what she's wearing to how she's slowing down. As a mother of two, she also explores the intersection of creativity, motherhood and entrepreneurship, offering a rare behind-the-scenes look at building a conscious business without burning out. Lucielle is available for interviews, panels, collaborations, and essays that explore the future of fashion, identity-driven entrepreneurship and intentional living.  This episode explores: Fitting the customer How Lucielle follows feelings, not trends with her designs The part of development that was the biggest challenge for Lucielle Fitting the lifestyle What Lucielle would do differently now if she was starting over How our mindset can hinder or help us in entrepreneurship What Lucielle thought a good founder lifestyle should look like and why that didn’t work for her Why Lucielle didn’t go all out for the launch Fitting the values How becoming a founder changed what Lucielle values about fashion Why Lucielle reached out to factories before she even had designs People and resources mentioned in this episode: Arimma website Arimma Instagram Lucielle’s 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.
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  Consistency or Newness: What It Takes To Get To A Decade In Fashion Business with Erin Gray Morton of erin gray 21.10.2025 1t

  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.
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  Listening to Your Body in Entrepreneurship and Fashion with Victoria Lister of Hummingbird Pie 07.10.2025 57min

  In an industry obsessed with outward appearances, what if we made decisions by listening to our body and not just looking at it? If clothing choices came from a place of self-awareness, how would that change the way we design products and run fashion businesses? Victoria Lister approaches her work from this perspective. In episode 124, she shares what made her start listening to her body and what that has meant for her underwear and lounge brand Hummingbird Pie. Victoria is the founder and owner-operator of Hummingbird Pie, an Australian-based, micro-business that has supplied women with luxe, everyday basics since 2015. The business was born from Victoria's personal quest to solve the problem of thigh chafing without resorting to shapewear – a challenge that led her to create Hummingbird Pie’s flagship product, long-legged underpants known as ‘Longerpants’.  Today, the range has expanded to include outer as well as underwear, designed to help women of all ages, stages, shapes and sizes to feel at home in themselves – not reshaped, but supported, relaxed and free to be. Hummingbird Pie fits in and around Victoria's work as a researcher, with the help of her wonderful husband and two dear friends who work casually on different aspects of business, and local suppliers and manufacturers.  This episode explores: Fitting the customer How the Hummingbird Pie target customer has expanded since the start of the business The mindset that unites Hummingbird Pie customers What makes Hummingbird Pie garments different The relationship Victoria wants her customers to have with Hummingbird Pie clothes Fitting the lifestyle The challenges of scaling a cottage business Why new products don’t always start with design What gave Victoria the courage to start a business The behind the scenes lifestyle that supports Victoria’s business Fitting the values How Victoria’s self-awareness and valuing her body influences her approach to design Why Victoria prefers working with other collaborators instead of learning how to do everything herself People and resources mentioned in this episode: Hummingbird Pie website Hummingbird Pie email Hummingbird Pie Instagram Victoria’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.
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  The Time And Resilience It Takes To Launch A Fashion Brand with Gabriela Garcia Olivo of Gabriela Michele 23.09.2025 55min

  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.
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  Becoming a Designer of Supply Chains with Emily Harris of Mrs. Emily 09.09.2025 1t 5min

  Emily Harris started out as a designer of clothes, but recently, she says she’s become more of a designer of supply chains. Over the fifteen years since starting her brand Mrs. Emily, Emily has produced her signature elastic-waist skirts in different ways – sewing them herself to order, working with a seamstress to stock a retail location, and now working with a fair trade mill and sewing studio to produce inventory. Her product has gotten even more beautifully simple, but the logistics have gotten far more complex.  In episode 122, Emily candidly shares how her target customer has grown as she and her business have, how her change in lifestyle required a change in manufacturing, and why play and personal style are necessities in her work and business. Emily is a fashion designer, wife, and mom based in Champaign, Illinois. She studied fashion design at Southern Illinois University as a newlywed, and after graduating, she and her husband moved to New York City, where she worked for bridal designer Amsale Aberra. In 2010, Emily launched her own brand as a way to grow her design career while staying present with her young family.  After years of creating custom garments made to clients’ measurements, Emily developed a proprietary size chart and began manufacturing with small, family-run workshops in India and Bangladesh—workshops where she has personal relationships and deep trust. These teams produce extraordinary work and provide fair wages, healthcare, and childcare to their employees.  Now, 15 years into her brand and 14 years into motherhood, Emily continues to design every piece from her home studio. Her business has been shaped by a desire to live fully in all her roles: as a mother, a wife, and a designer. This episode explores: Fitting the customer How her target customer has grown as Emily and her business have How Emily decides what skirts to offer each season How Emily balances the technical, quantitative feedback with personal, qualitative feedback as she designs The ways that Mrs. Emily products have been simplified – and the work that has gone into doing so Fitting the lifestyle The lifestyle that inspired her signature elastic-waist skirts How Mrs. Emily has changed as Emily’s daily lifestyle has changed over the years  Why Emily describes her role as being a designer of supply chains, not just a designer of clothes What kept Emily going when everything in her business felt heavy and stressful Fitting the values What made Emily look at her product more seriously The thing that really fuels inspiration Why fair trade manufacturing is so important to Emily Why play and personal style are necessities in Emily’s work and business People and resources mentioned in this episode: Mrs. Emily website Mrs. Emily Instagram Emily’s email Mrs. Emily LinkedIn Emily on How Fitting episode 9 Jackie of Motif Handmade on How Fitting episode 120 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.
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  Cutting Curves, Not Cutting Corners with Michelle Dwight of Aulieude 26.08.2025 55min

  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
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  Why Handwoven Fabrics Are More Relevant And Easier For Independent Designers To Get Made Than Ever Before with Jackie Corlett of Motif Handmade 12.08.2025 55min

  In today’s world, technology has woven its way into nearly every aspect of our lives and work. The fashion industry is always looking for ways to make things faster and automate work that always used to be done by humans – but not Jackie. She’s been working with hand weavers in Bangladesh for over three decades and is more passionate about the future of fair trade, hand-crafted fabrics than ever. Jackie teaches designers how to design their own handwoven fabrics and helps them get their textiles made through her business Motif Handmade.  In episode 120, Jackie shares how designing your own handwoven textiles is more accessible to you as an independent designer than you might realize, how she’s seen fair trade sourcing change lives, and the value that threads through all of Jackie’s work. Jackie Corlett is the founder of Motif Handmade, a Brit who swapped the rolling hills of England for decades in vibrant Bangladesh, and now calls the wide-open prairies of Illinois home. As a textile designer, Jackie’s lifelong passion is for handcrafted fabrics and the remarkable artisans who bring them to life. Over the years, she’s helped students, designers and brands weave artisanal goods into their collections, creating beauty with purpose.  Today, through her course KIND FABRIC, Jackie’s mission is to empower designers with the skills and confidence to develop their own fair trade certified, custom fabrics and finished goods. She believes sourcing can be 100% transparent, giving you 100% peace of mind. From fibre to fabric to finished product, Jackie champions a world where creativity isn’t just about making things ... it’s about making a difference. This episode explores: Fitting the customer Why handwoven textiles are more accessible to you as an independent designer than you might realize The two big shifts that have accelerated the demand and accessibility of fair trade textiles over Jackie’s career Fitting the lifestyle What captured Jackie’s interest back in 1989 that started her on the path towards the work she is doing today How fair trade sourcing changes us as designers  How long it takes to design your own handwoven fabrics and get them made How the MOQs and cost of handwoven fabrics compare to other fabric options Fitting the values The thing that matters most to Jackie in her work Why creating products with integrity is easier now than ever before The ways that Fast Fashion mindsets creep into our work The real impact of fair trade People and resources mentioned in this episode: Motif Handmade website Motif Handmade Instagram Jackie’s email Jackie’s LinkedIn Kind Fabric course Previous How Fitting guests who use Motif fabrics in their collection: Mrs. Emily and Glean & Grace Cyclo recycled fiber yarns Plaidmaker plaid design tool Future Fabrics Expo 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.
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  Recreating the Luxury & Legacy of Vintage Textiles with Christine Lindebak of Lindy Lindy 17.06.2025 56min

  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.
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  Designing A Life & Business You Love (Even Through Change, Loss, and Challenges) with Doug Phillips and Liz DeBraber of Conscious Clothing 03.06.2025 1t 2min

  Rose and Doug Phillips asked: “how can we spend every day, together, doing what we love?” Their answer was Conscious Clothing. For two decades they built their business on this premise - even building the gorgeous, sun-filled Michigan studio where their team of ten designs and makes each piece of organic and natural fiber clothing.  Things haven’t always been dreamy, though. As the brand grew, work started to creep into the weekends. The pandemic hit. Then Doug lost his life and business partner. But, the heartfelt vision for Conscious Clothing remained. In this interview, Doug and General Manager Liz DeBraber share how they’re intentionally restructuring the business for the sake of themselves, their team, and their customers. Doug Phillips is the owner of Conscious Clothing, an organic and natural fiber clothing company based in the Grand Rapids Michigan area. While navigating the challenges of designing and manufacturing in the US for over 23 years against a flood of cheap clothing imports, a mission was born. Exemplifying how a better way is possible by supporting local and organic is better for people and the planet. Doug hopes everyone realizes their power to create change with the purchase power they have and the brands they choose to support. This episode explores: Fitting the customer How Liz is completely revamping Conscious Clothing’s pattern library to better fit their customers The process behind extending their sizing from XS-XL to XS-6X.  How their small team things about customer service Fitting the lifestyle How founders Doug and Rose built the business from the ground up to realize the life they wanted together What they changed to keep the growing business from taking over their life How a years-long season of grief forced Doug to make big changes in the business Why sustainability is just as much about the lifestyle of the team than it is about the products they are making How they are balancing R&D with production Fitting the values Why organic and natural fibers and made-in-USA production are important to Conscious Clothing How the industry and consumer values about organic clothing has changed over the 20+ years they’ve been in business Why Doug is happy that Conscious Clothing is not as unique as it once was People and resources mentioned in this episode: Conscious Clothing website Conscious Clothing Instagram Fox fiber® - breeder and grower of organic, naturally colored cotton 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.