This week, sportswear brand Superfit Hero announced that it will phase out its smaller sizes – extra-small, small and medium – in favor of a permanent size expansion of up to 7X. The change begins with their new collection, also released this week, which includes sports bras, leggings and shorts in sizes 12 to 42.
CEO Micki Krimmel said in a statement that the move came after extensive research focused on the unique needs of tall athletes. During interviews, customers described many of their shopping experiences as ‘traumatic’, stating that ‘lack of access, inconsistent sizes and ill-fitting, poor-quality clothing’ resulted in a feeling of disqualification. to vote. She says Superfit Hero wants to fix this problem.
Superfit Hero was founded in 2015 by Krimmel. The brand was born from her experience as a competitive roller derby player and athlete. She calls Superfit Hero a “body-positive, waist-inclusive fitness brand with a mission to empower women.” After funding the brand’s launch through crowdfunding, the company has offered extra-small to 5X sizes for several years. More recently, Superfit Hero has noticed that their top clients are plus size athletes.
“I created Superfit Hero to exist as an alternative, a fitness brand that celebrates bodies as they are, not as they ‘should’ be,” Krimmel said in a statement. The decision to phase out their straight waist options came with the recognition that 68% of women in the United States are plus size and that there are many options for the right size customer.
Krimmel takes other brands to task, saying many “preach positivity and inclusiveness in the body but don’t offer sizes over 12”. Anna Chapman, brand strategist, says she wants “everyone’s body to feel liberated.” She continued, “In the fat release movement, we want to walk.”
The company claims that “access to the right clothes that make people feel good is often overlooked by clothing brands due to fashion fatphobia.” Superfit Hero says they want to move the fashion industry forward. They see in “the elevation and visibility of all bodies” the key to this goal.
“We knew that we will disappoint a lot of our customers by no longer offering the smaller sizes,” says Krimmel. “We didn’t make this decision lightly, but when you compare it to the disappointment felt by the plus size community every day, it was obvious. Mainstream brands will continue to offer more and more sizes in an effort to appear more inclusive, but unless they really focus on the needs and experiences of taller buyers, they will continue to be wrong. “