Bored with making an attempt to suit into different manufacturers’ ill-fitting garments that always aren’t designed for large-chested girls, Good DD’s founder Alice Kim has created an organization to handle that.
Whereas tops had been the main target of the label’s launch, wovens, sportswear and different extra work-friendly classes shall be added. The founder has firsthand data of a few of the obstacles her prospects face.
As a “small-frame Asian girl” with a 32DD chest, rising up she at all times felt insecure about her look and making an attempt to cover herself, typically by slouching, Kim mentioned. “Again within the day in highschool and school, they didn’t make correct bra sizes. I’m a 30F or a 32DD. The smallest-size band again then was a 34. I at all times felt like I needed to match into garments. What match my shoulders could be tight throughout my chest…I by no means felt safe. I both felt indecent or grumpier than I’m.”
Because the identify suggests, PerfectDD is supposed to relay ready-to-go gadgets that received’t require the time and expense of tailoring, a routine add-on that many large-chested girls face with their purchases. Others choose a extra sensible route and go for security pins. Kim is aware of the drill: Throughout her tenure working at Diane von Furstenberg, she would use security pins to look extra modest in one of many designer’s wrap attire, or have the frocks tailor-made.
By her analysis, Kim discovered that almost 18 million girls have the identical struggles. A 35-women focus group helped her to develop the collections. After deciding “If not now, another person goes to get there. Why not me?” Kim began her personal model. Working the self-funded enterprise from her West Village residence, the native New Yorker was satisfied that “dressing daily needs to be simpler.”
Button-down shirts, T-shirts, tank tops and sweatshirts are among the many choices designed for ladies with a DD-sized bust or bigger. Striving to construct a group, and early indicators point out that’s taking place, Kim goals to create a discussion board or a protected area the place girls can share their experiences with out concern of physique shaming. “If you’re of this physique kind, you perceive instantly. The quantity of affection and responses that I’ve obtained…and individuals are sharing their tales.” she mentioned.
Curiously, many individuals, who’ve had mastectomies have reached out and recognize the drape and luxury of the clothes, Kim mentioned. “Designing along with your chest measurement in thoughts is a brand new idea. I’ve so many tales of ladies sharing their ache factors and I can look cute.”
Kim beforehand labored in worldwide merchandising and licensing for von Furstenberg for almost six years till 2015. From there, she joined Shopbop as a divisional merchandise supervisor for all equipment and footwear. After a brief run at Walmart and Jet, Kim began PerfectDD slightly over a 12 months in the past and launched the positioning proper earlier than Black Friday. She not too long ago described her new enterprise on “The Subsequent Massive Factor” podcast.
Considerably nervous about launching in the course of the pandemic, Kim mentioned, “The shutdown validated my idea. Individuals aren’t simply shopping for to purchase. Individuals are shopping for what they want. I’m offering an answer that may be a void out there.”
Geared to be closet staples, PerfectDD gadgets are supplied in black, white, and a few in grey. Versatility permits for T-shirts and sweatshirts for use for exercises or they are often dressed up for Zoom calls, or on their very own. The founder’s associates posed as fashions for the brand new website, which she constructed herself. To react to gross sales rapidly, PerfectDD is made domestically. “I’m very bootstrapped. I haven’t spent a lot cash apart from for the stock. And I’m lean on the stock as a result of it was my first run,” she mentioned.