By Hannah Rimm.
In 2010, Emma McIlroy was working at Nike and struggling to find clothes that fit her style and her body. One day, she and her co-worker Julia Parsley decided to hit a department store and shop for new work clothes, first visiting the women’s section. Amidst dresses and floral pants, they found themselves bored with the women’s fashion on offer. A self-proclaimed tomboy, McIlroy craved blazers and tailored pants that fit her small, female frame.
McIlroy and Parsley eventually found themselves asking questions that would set them on a course: “Why the hell can you not get a great blazer in the women’s department? Why can you not get a great jean jacket in the women’s department? Why are they all cropped and tight and pastel? Why are we forced into this particular box?”
Read more at Bustle.