The style business typically preaches that type is for everybody, however discovering fashionable, well-fitting clothes in all sizes stays a problem. Enter Lauren Grey, the 27-year-old founding father of What Lo Needs, an internet clothes model that ranges from small to 5X. Her mission is to make sure confidence is available in each measurement—with out compromise.
Grey’s journey into the world of size-inclusive style began after graduating from Pitzer School. She initially landed a job at a tech firm that had simply launched an app for reselling clothes. Whereas serving to to construct the app’s group, she seen a obtrusive hole within the secondhand style market: an absence of measurement inclusivity. That realization sparked the concept for her personal model—one that may lastly supply the style she had all the time needed however struggled to seek out.
What Lo Needs Has a Deeper That means
The identify What Lo Needs carries a private contact. Grey, affectionately known as “Lo” or “Lolo” by shut family and friends, discovered inspiration in an informal dialog with a pal’s mother.
“I used to be all the time like, ‘I wish to put on this, or I wish to put on that, I wish to put on what my pals are carrying.’ So I used to be speaking to my greatest pal’s mother, who was just about like my mother, and she or he was like, ‘It’s no matter Lola desires.’ She calls me Lolo, however nobody else does,” Grey recalled. “And I used to be like, oh, ‘What Lo Needs?’ That sounds so cute. On the airplane getting back from Curvy Con, I simply wrote it out on a serviette, and I saved that serviette, and now I’ve it tattooed on my arm.”
A Greater Objective for Trend
For Grey, measurement inclusivity isn’t nearly availability—it’s about altering how individuals take into consideration style.
“It’s humorous since you need style to suit appropriately, you need it to be made to your physique, however you don’t need type to be made to your physique,” she defined. “I want to see style not be tied to measurement when it comes to type. Like, I select what I wish to put on, so I ought to be capable to select from all these choices, versus, these are my choices. That is what I’ve to put on.”
Grey acknowledges that the business has made progress however notes latest setbacks, significantly with the rise of weight reduction medication and shifting physique measurement traits.
“Clearly, everybody is aware of it looks like style goes backward,” she stated. “I believe it undoubtedly is turning into a little bit tougher. And I believe, I imply, it’s an enormous dialog.”
As each a client of style and a enterprise proprietor, Grey has noticed the continuing dialogue round weight reduction medication. Whereas she hasn’t seen a drastic shift in gross sales as a consequence of these traits, she stays attuned to how physique requirements proceed to evolve.
“For me personally, I believe I all the time simply fear about whether or not it’s somebody being impressionable and feeling like they need to do one thing versus eager to,” she stated. “I really feel like I used to be very impressionable, I used to be gullible, my pals would say. So for me, it was, ‘Okay, do I really feel like I must shed weight as a result of everybody else is doing it, or is there one thing that I really feel like I wish to change about my physique?’ Like, I get it. I’m human.”
“So I believe it’s similar to everybody on this new age must be a little bit bit extra sensible [with weight loss drugs]. Nevertheless it’s nonetheless your alternative. I believe physique positivity is what it’s. It’s no matter you wish to do along with your physique, and it’s not my enterprise.”
Encouraging Confidence in Trend
Grey believes that style ought to empower individuals to really feel good in their very own pores and skin, slightly than forcing them to adapt to outdated magnificence requirements.
“There was once this big push for, ‘Simply embrace your physique, gown such as you need, who cares what individuals suppose?’ However I believe it’s like, effectively, what truly feels snug to you?” she stated. “If that feeling comes from like, ‘I’m nervous what different individuals will take into consideration my arms,’ okay, let’s work on that and understand that actually nobody’s your arms. I promise you, nobody’s your arms.”
She encourages individuals to take small steps towards confidence.
“The primary time you’re like, ‘Oh my God, I’m lastly carrying a crop prime, everybody’s me.’ The second time you’re like, ‘I don’t care in the event that they take a look at me.’ The third time, you’re like, ‘Nobody’s wanting.’”
The Way forward for What Lo Needs
As a direct-to-consumer model, What Lo Needs has discovered success, however Grey has her sights set on growth.
“I really like being a DTC model. It really works effectively, we’re nonetheless manufacturing within the U.S., so our worth level is a little bit bit larger as a result of we’re paying U.S. labor,” she stated. “That implies that it’s tougher to distribute by different channels, like doing wholesale and being in Nordstrom or one thing like that. However that’s the place I’d love to maneuver in direction of sooner or later.”
With a mission that prioritizes confidence, inclusivity, and private alternative, Grey isn’t simply promoting garments—she’s reshaping the narrative round style and measurement. And with What Lo Needs persevering with to develop, the way forward for size-inclusive style appears vivid.
