Free Trend Report Free 2019 Report & eBook

Get the top 100 trends happening right NOW -- plus a FREE copy of our award-winning book.

Keynotes.org Our Research Methodology

This article is one of 350,000 experiments. We use crowd filtering, big data and AI to identify insights.

Ninety-Eight Creates Clothing Catering to Realistic Body Types

 - May 23, 2018
References: ninety-eight
Based in Toronto, Canada, Ninety-Eight is an inclusive womenswear brand celebrating the beauty of realistic body shapes. Recognizing that one sizing model does not fit all consumers, the label offers pieces catering to the "other 98% of women." These clothes address a common sizing gap in the fashion industry and are designed to fit and flatter a variety of body shapes -- from classic, circle and inverted triangle, to triangle, rectangle and hourglass.

Allowing consumers to shop their shape online, Ninety-Eight also prides itself on choosing washable fabrics for added function. Its "dry clean never" stance was another idea founders Maggie Murphy, Michelle Germain and Andrea McPhall came up with. The functional fabrics ensure that Ninety-Eight's inventory is travel-friendly and ideal for women with both a realistic body shape and an on-the-go lifestyle.

In terms of selection, the label's offers everything from versatile shift dresses and skirts to functional wrap shirts, blazers and vests.