This Arizona State University graduate turned a common inconvenience into an inclusive swimwear brand.
Swimsuits on their way soon… Our founder will never giving up for you guys. Every woman deserves the best, and shopping lately, everything’s become crap that doesn’t fit. We are working fast now to create the best products to change that.
A post shared by HourGlass (@hourglassswimwear) on May 22, 2018 at 9:20am PDT
Demitria George, a 22 year old from Minnesota, decided to start Hourglass Swimwear because the fashion industry makes it hard for the average woman to find the perfect size swimsuit. One of the main problems that George saw is that the sizing in the majority of brands is based on symmetrical body types – like hourglass figures – when in reality, everybody is different.
Love your HourGlass pic.twitter.com/oVAj82X6OT
— HourGlass Swimwear (@HourGlassSwim) April 16, 2019
Society expects all women to be thin, proportional and symmetrical, which affects how clothing is made. That’s why George wanted to create a brand that represents all women and makes them feel as though they have an hourglass figure fit regardless of their body shape or size.
Not only is Demitria changing the swimwear industry one suit at a time, but she is also trying to change the sizing game as a whole.
She came up with her Perfect Size Method, where items like one pieces, dresses, etc. are made based on the consumer’s body shape, whether it be an apple, pear, hourglass, or something in between. She is not only using this method on her own brand’s products but hopes to license it for other brands, helping them make their clothing more inclusive and accessible for the everyday woman.
George describes Hourglass’ products as, “revolutionary, movement proof, for all body shapes.” She talks about how the swimsuits are not only fashionable but also comfortable and functional, calling the vibe of the brand “Sexy Modest.”
She also wants women to have an amazing product that they don’t want to – or have to – return because federal regulations that prohibit it. This line is a way to “take back our purchasing power,” according to George, by giving consumers a product that reflects a diverse group instead of only a fraction.
Hourglass Swimwear’s products are set to launch within the year, so keep an eye out.
For more information on Hourglass, head to their website or their social media links below: