Dia&Co Brings Online Fashion for Plus-Size Women

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A new fashion startup, Dia&Co, has launched to bring plus-size fashion to the market, according to Fortune.

In an open letter on the Dia&Co website, co-founders Nadia Boujarwah and Lydia Gilbert wrote that they founded the company to help women of all sizes have access to stylish clothing. “Style is not a size,” says the letter, and “All women deserve equal opportunity to express their style.” The company is calling for a change in the fashion industry, asking it to offer more options for women who wear larger sizes, campaigning with the hashtag #MoveFashionForward.

The Dia&Co site carries clothing for women in sizes 14 and up. For a fee of $20, customers can access the services of a personal stylist, who will work with them to select clothing that fits their tastes and their bodies.

Customers start by taking a survey about their fashion preferences. Dia&Co will ship five clothing items in each box to each of their customers, who can try on pieces at home, then only keep and pay for what they want. The $20 fee goes toward whatever is kept. The rest they can send back to the company, which asks for feedback to improve the looks next time. Shipping both ways is free to the customers, including for exchanges.

The company also offers customers the option to communicate what they plan to spend, which allows them to customize choices to a degree, based on the amount. They also let the customers define how often they receive new shipments.

Fortune reported that the Dia&Co also issued an ad in The New York Times on Feb. 9, asking designers to step up and create fashion for all sizes. The challenge comes just ahead of New York Fashion Week, but isn’t meant just for shows. Boujarwah said that the plus size market is a business opportunity: the 2015 numbers showed 67% of American women wear size 14 and up, but the market percentage for plus-size clothing sales is only 17 percent, according to market research company NPD Group.

And with an $18 million venture capital financing deal last year that had Sequoia Capital at the head, Dia&Co is looking to expand. The company already sells throughout all 50 states.

I'm a lover of words in all forms, sweatshirts in all conditions, and God in all circumstances. I particularly enjoy working collaboratively on the written word and wearing microfiber robes (preferably at the same time). Most of the time I don't get enough sleep, but I make a valiant effort.

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