How Fitting

With age, comes wisdom - and also change. Women 50+ years old are often overlooked by the fashion industry, but Birdie & Claire founder Julie Corwin celebrates style at every age. As these women go through transitions in their lives and bodies, Julie’s business has changed as well. In episode 107, Julie shares how her brand has stayed flexible and draws inspiration from the experience of women who have come before her.

Julie is the founder and owner of Birdie & Claire, an independent women’s apparel brand dedicated to timeless, elevated style for women at every stage of life. The inspiration for Birdie & Claire came when Julie was shopping with her mom, aunt, and grandmother for an upcoming family wedding, and she noticed the limited age-inclusive clothing options available. Hearing their frustration about the lack of brands catering to women as they age inspired Julie to create a line that celebrates timeless style and confidence across generations.

After completing her MBA, Julie launched Birdie & Claire, producing thoughtfully designed small-batch collections in NYC, with knitwear sustainably crafted on demand in Brooklyn. Birdie & Claire’s focus on versatile, flattering pieces that mix and match seamlessly is rooted in the brand’s mission to create clothing that resonates with women of all ages and offers style, comfort, and quality that is made to last.

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In episode 106, Erin shares how conversations have shaped their brand and how she turns those insights into empathetic action. It was after decades in the industry at big-name brands like Nike, Converse, and Nordstrom that Erin and her co-founder realized just how hard it is for plus-size women to find clothes that fit after an elevator conversation with a co-worker. That conversation sparked others that began Erin and Yi’s entrepreneurial journey as the founders of See ROSE Go.

Accomplished Chief Merchandising Officer with over 20 years of industry experience leading innovative strategies across fashion and retail, Erin’s career began as a Nordstrom buyer. It was with Nordstrom that Erin discovered her passion for enhancing the customer experience, through empathy and an in-depth understanding of the customer’s point of view.

Nike Inc. recruited Erin to lead an Outlet division for Men’s, Women’s, and Kid’s Apparel and Accessories. She was quickly promoted to direct Men’s Apparel Merchandising for the Asia Pacific / China region. More recently, she drove significant growth in women’s apparel, optimizing product lines and achieving exceptional GM% as the Global Women’s Merchandising Director. In these roles, Erin remained consumer-centric, leading insight strategy and product creation to enhance the overall customer experience through superior products.

In 2018, Erin co-founded See ROSE Go, a plus-size fashion brand with an ethos in intentional design, innovation, and mindful sustainability.  Leading merchandising strategy, omni-channel distribution, and business development, Erin also successfully secured VC funding as a new founder with a newborn at home. In 2021, See ROSE Go received an honorable mention in Fast Company’s Innovation by Design Awards for the proprietary tech/lifestyle fabric, CoolROSE™. In 2023 Erin received a U.S. Patent for this fabric. CoolROSE™ was invented as a direct response to issues women deal with but seldom speak about -  body heat, sweat, and pilling from friction between body parts.

Erin and See ROSE Go have been recognized by Forbes, CBS Money, and WWD for challenging industry norms. She was recently featured with her Co-Founder, Yi Zhou, in Authority Magazine as female disruptors shaking up their industry. It is the See ROSE Go mission to see women embrace their power and “go”. To Erin, style isn’t just how a woman looks, it is how she moves and feels and the impact she makes while wearing See ROSE Go. Get to know more about Erin and See ROSE Go at, https://seerosego.com/blogs/meet-the-founders

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In episode 105, hear the step-by-step timeline that Ari took to design, launch, and produce her first product for her historically-inspired maternity brand Glean & Grace. In our conversation, she reveals the ways the process didn’t go as planned, but how it has been rewarding and encouraging nonetheless. 

Ari is a trained tailor turned sustainable clothing designer. Ari and her husband have 2 kids, a 3 year old and an 18 month old. She uses historic patterning and modern design to create beautifully functional clothing for mothers who want to feel like themselves again.

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In episode 104, hear how Aiste designs for longevity, how she’s learned to do better when it comes to sustainability over the years, and what still needs to happen to make ethical fashion brands viable in the long-term. With over a decade in business, Aiste knows what works and what doesn’t and openly shares her knowledge.

Aiste Zitnikaite is a Lithuanian born designer based in Hyannis, Cape Cod, MA. Aiste studied fashion design at Lasalle College in Montreal, Canada and spent several years working in Montreal’s fashion industry. This is when she became more aware of some of the problematic practices of mainstream fashion brands such as wastefulness and the working conditions at overseas factories. This is when her interest in sustainable fashion truly developed. It was the early 2000s, so sustainability was not that often discussed in fashion. 

Aiste’s passion for a more eco-conscious alternative led her to seek out brands that focused on ethical production but she found it hard to find designs that appealed to her aesthetic. In 2013, DEVINTO was created to fill that gap in the market as a sustainable, ethically conscious slow fashion label. Her specialty is in classic, elegant women’s wear that’s made to order (and often custom made) from her studio. Inspired by style that is at once feminine and empowering, elegant and defiant, while remaining simple and comfortable, Aiste designs, patterns, cuts and sews every piece in her studio. 

Longevity is a key design component for DEVINTO. With a taste for vintage and French fashion, DEVINTO has a timeless aesthetic and a belief that while style and glamor should be easily accessible, fashion should not harm our planet. Production is purposeful that is why all designs are hand cut in small batches to minimize waste and overproduction. The customers are encouraged to reach out directly for more personalized fits. Aiste aims to bring back a more personal connection to clothing that was sadly lost in the wake of mass produced fashion.

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In episode 103, Kristen Chester shares the beautiful moments and the uncertain realities of growing a fashion brand. She started Casa Danu after surviving breast cancer which transformed the way she thinks about clothing. Her mission with the brand is to help women feel more alive and more like themselves no matter what they are going through. Tune in to hear how Kristen makes decisions about production, materials, and profitability in alignment with this mission.

Kristen is the founder of Casa Danu, a sustainable womenswear brand focused on vibrant, chic, and print-forward clothing (think caftans, kimonos, and coordinated sets) that has 1 goal: to help as many women as possible, especially those impacted by cancer, feel beautiful, empowered, and full of life.

Kristen started the brand after being diagnosed with breast cancer at 34 years old and 6 months pregnant. During this time, when she was at her lowest physically, mentally, and emotionally, she longed for comfortable clothing that helped her feel put together, beautiful, and ALIVE. Today, Casa Danu exists to uplift women going through similar challenges, cancer or otherwise, who feel that they have lost a part of themselves. Every Casa Danu purchase helps donate a beautiful garment to a deserving woman impacted by cancer, spreading a little extra joy where it’s needed most.

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In episode 102, women’s workwear brand founder Aditi Sinha speaks out against pocket inequality for women in the workplace. Hear how she is leveraging extensive research and customer feedback to close this gap - not just with the size of pockets - through her brand Point of View Label. 

Aditi Sinha is the founder & CEO of Point of View, a Seattle based functional and designer workwear brand on a mission to end pockets inequality for women through smartphone pockets in everything they make. POV has started the 'Pockets Pledge' movement, a change.org petition where women all over the world demand functional pockets from the fashion industry.

With over 15 years of work experience, Aditi is a big tech marketing executive alum with the likes of Amazon as well as early member of decacorn start ups back home in India. In her role as a founder and former corporate business leader, she has mentored multiple women and start ups in the early stages of their professional journey. Aditi is passionate about bringing meaningful change with respect to women's equity and diversity. 

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In episode 101, Kalia Carter gets real about the challenges she’s faced creating BodyCon The Brand exclusively to fit full-bust women. She’s faced pushback from factories and internet trolls alike for her unwavering focus on full-bust fit, but she’s also created the pieces she’s always wished she could wear and has a growing community of women in her niche that get it and support what she’s building.

Kalia started BodyCon the Brand as a fuller-bust clothing brand. Growing up she had always struggled to find pieces she was comfortable in, that flattered her, and that actually fit. This applied to almost everything: bras, tops, dresses, and swimsuits. You name it! Everything was either too small on the chest and fit the waist, or fit the chest and was too big on the waist! Kalia started this brand to attempt to solve this problem! She first launched in March of 2024 and has been able to serve hundreds of happy customers. Kalia is actively working on new pieces and always looking for inspiration in new trends!

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It’s episode 100 of How Fitting®! Each of these conversations with fashion designers and business owners has explored how they create clothing and grow a business that fits their customer, lifestyle, and values. I have enjoyed getting to know each of these people and seeing what drives their decisions and it has been a privilege to share their stories with you on this podcast over the past four years. Fashion has meaning and significance far beyond the superficial look.

To celebrate this 100-episode milestone, I asked you, the listeners, which episodes and guests have stood out to you the most. Whether it was because you saw your own story in theirs, picked up a new business idea, or gained the courage to pursue your own values more fully, I want to celebrate the impact these stories have had.

In this episode, you’ll hear highlights from five past episodes and what made them a favorite. Each guest and brand have found their unique fit, but there is so much in each story that we can relate to and learn from. How Fitting is that?

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In episode 99, Kat Williford recounts how her brand Pamut has shifted over the years to sustain her and now her team through cross-continental moves, hard times, and new family priorities. Kat puts people first, but doesn’t miss a beat on the creative or the financial aspects of her business either. Hear how her thriving business model works in this episode.

Kat is the owner and designer behind the slow fashion brand Pamut. After completing her BFA in Fashion at the Savannah College of Art and Design and working for years at a mall brand, Kat took a chance and moved to Budapest, Hungary. She rented out a little screenprinting studio and started printing tees, which they then sewed in her apartment. When she moved back to Raleigh, NC in 2016, she expanded upon the concept of custom and made-to-order clothing. Since then, Pamut (which means "cotton" in Hungarian) has grown into a successful small business. Based out of her Raleigh studio, Kat designs beautiful and timeless styles, all made from natural fibers and available in sizes XS-4XL. All Pamut pieces are cut and sewn by the Pamut team in-house.

Has listening to How Fitting helped you create a better fit in your fashion business? Episode 100 of this podcast is coming up and I’m planning a special episode featuring the most notable moments from the 104 guests I’ve had on this podcast so far – plus your story! Click here to tell me about your favorite How Fitting episode and how it has impacted you or your business.

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.

In episode 98, hear how Vktori founder Keona Moy is challenging societal norms as well as her own self-limiting beliefs as she grows her braless, bandless, neuro-inclusive clothing brand. Women are told so many shaming messages about how they should dress their boobs, but Vktori is setting a new example of embracing comfort on your own terms.

Keona Moy, with her 13-year healthcare background, founded VKTORI in response to the discomfort of traditional bras and the stigma of going braless. Her firsthand experience with sensory sensitivities at work fueled the creation of VKTORI, a revolutionary women’s wear brand. VKTORI's no-nip tee features a patent-pending and sensory-friendly construction which ensures comfort for all. VKTORI is at the intersection of fashion, wellness, and functionality, which allows women to be comfortable on their terms. 

Has listening to How Fitting helped you create a better fit in your fashion business? Episode 100 of this podcast is coming up and I’m planning a special episode featuring the most notable moments from the 104 guests I’ve had on this podcast so far – plus your story! Click here to tell me about your favorite How Fitting episode and how it has impacted you or your business.

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.