The CBF Take on… Inclusive Sizing.

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I had my first consultation recently with the fashion designer to talk about the custom range we are creating.  When it came to talking about the sizing, I found it quite confronting and I realized I still have a lot of limiting beliefs and baggage to bring to the table for that discussion. 

I created CBF to be an inclusive brand. I wanting to stand out from the big activewear brands that use predominantly the stereotypical athletic looking bodies, perfectly defined with their chiselled features and sculpted muscles that they have dedicated their gym time to achieve.

There are other brands that are challenging that aesthetic in their marketing, rebelled against that societal norm, and catered to the “plus size” audience, embracing their curves. I am absolutely all about those brands.  Of course being a size 14-16 ish normally, and probably even challenging those numbers during lockdown, I can relate to the need to rebel against the insta’ perfect look that the fashion industry have tended to steer ourselves towards.

However, as the discussion went on I realized I had my own prejudices relating to the smaller sizes.  I have never been a size 8.  I have spent most of my adult life trying to achieve just that.  I knew I had been conditioned to believe that the size 8 is the picture of health and desire, and I have come to accept I will never be that size, but there are still some residual hang ups and assumptions that I haven’t yet mastered. The fact that I use the word achieve – like it is a desired goal to aim for, is a limiting belief that I still carry.

I cannot possibly ever relate to that size because I have never been there, but I’m not sure that I have ever really considered the fact that XS people would have the same hang ups as me. I mean, why would they, they have what we are all “aiming to achieve”. They made it. They should be happy, right?  I cringe at the thought of how many times I may have made passing comments to my “skinny” friends and colleagues about how “lucky” they are to be thin.  I have no idea whether they have had the same experiences as me. They could just as easily have been bullied or experienced other limiting beliefs about other attributes in their life that have made them feel inferior, deprecated, unloved, less than enough.

This brand will be truly inclusive. I don’t want anyone to have to feel that they don’t belong, or they are different because of their size.  I want everyone to be able to enjoy the cheeky rebellious nature of the CBF tribe.  The range will go from XS to 4XL initially. I would love to be able to cater to other sizes as well once we grow, and the only factor that is stopping me at the moment is budget.  If we can make this brand successful, we will be able to include more people into our tribe.



These blogs are just my views of the world.  It’s just my opinion and experiences.  I will try to be as factually correct as possible, but I am human and I make mistakes.  You are completely within your rights to disagree and question.  Feel free to do so with dignity and respect, and I will do the same. That’s how we grow.  Insults, bullying and blatant disregard for facts and the mental health and wellbeing of contributors will be deleted, and if deemed necessary reported to authorities.  I’m not here to put up with bullshit.

 “The more I learn, the more I realize how much I don't know.”

― Albert Einstein

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