How And Comfort Uses Its Community To Create Size-Inclusive Clothes For Women

 
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What inspired you to start your own clothing line?

Growing up, I loved shopping with my mom. Going to the mall together was one of our favorite pastimes but over the years as my mom went up a few sizes, I began to notice that it was becoming hard for my mom to find options for her like there once had been. Watching my mom struggle to find good quality clothing that fit was heartbreaking and I knew I needed to change that. While working on several plus-size fashion accounts at my last job, I quickly realized that this problem wasn’t isolated to just my mom. Wanting to provide the plus-size community with more options, I left my full-time job to bridge this gap between straight-size and plus-size fashion styles, launching And Comfort in April 2018 to cater to the modern woman.

How would you describe your brand?

And Comfort is a capsule of thoughtfully designed and aesthetically interesting essentials. Focused on a community-driven approach to product development. And Comfort’s styles are made from luxurious natural fibers and fit tested by 18 real women of all different sizes and body shapes. Inspired by streamlined structure and clean lines, our styles delight through the little details, bringing excitement to effortless wardrobe staples in sizes 10-28.

What is the brand philosophy behind And Comfort?

Our brand philosophy is to inspire women to find delight in the everyday – that seemingly ordinary objects and experiences can make you smile when done right. The initial collection is a reflection of this philosophy – simple, beautiful clothing for everyday life, not just special occasions.

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Where do you draw inspiration from for your designs?

The initial collection is inspired by the beauty found in everyday objects and experiences in our lives – the routine of a morning commute, a home cooked meal shared with friends, the peacefulness and solitude of an afternoon walk through the park. The collection is a reflection of these objects and experiences – they are humble, human-centric, and nuanced in their design. We share the same values as many contemporary Japanese designers who create for everyday life, not special occasions. That the same rigor, thoughtfulness, and beauty usually found in traditional couture can be distilled into simple everyday clothing.

If you had to sum up your design approach in three words, what would they be?

Thoughtful, Considered, Comfortable

Why is material quality so important for And Comfort?

When sourcing fabrics, we were looking for premium fabrics that struck a balance between quality, comfort, and just a hint of stretch. While the plus-size industry typically uses lower grade fabrics like polyester, we’re committed to using premium, luxury fabrics with a focus on natural fibers such as pima cotton. While other brands source their fabric, we mill ours from scratch providing the perfect balance between quality, comfort and just a hint of stretch.

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How does And Comfort help build a community?

We believe that building a brand doesn’t happen behind closed doors. From our community fit sessions where we involve everyday women (not fit models) to help us perfect fit and give us feedback on our styles, to our AM:PM series highlighting inspiring women, and to our instructor-led “Learnings @ And Comfort” community events, community is at the core of our brand.

What are the three closest staples items every woman must own?

A button-down, a quality t-shirt, and comfortable pair of pants!

How do you see men’s and women’s fashion changing over the next few years?

I definitely hope more and more brands will think about size-inclusivity as they come out with more clothing.

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To learn more about And Comfort, visit www.andcomfort.com, or stop by Batch to try on and purchase their collection in person!

 
Bita Khaleghi