Photo by Albert Ayzenberg and provided by PerfectDD

Alice Kim, founder and CEO of PerfectDD, wants all women to feel empowered in her clothing. The brand’s story started with her. As a 32DD bra size, Alice could not find comfortable and chic clothes that fit her properly. Through research she learned that the average bra size in the U.S. is a 34DD and that over 20 million women in the U.S. fall into this demographic of D+. With this in mind she set out to create her brand, PerfectDD, to empower herself and others. The brand is also socially and environmentally responsible, garments utilize natural fibers, are made in in local, family-owned factories that pay fair wages, and are produced in small batches to reduce excess inventory. Additionally, the styles are timeless and can be a staple in your closet for years to come. Read more about Alice Kim, her sustainable fashion brand, and body positive fashion below!

Where are you based?
NYC

PerfectDD offers sustainable and flattering tops for women who struggle to find styles that accommodate their DD+ cup chest size, marrying comfort and fit without sacrificing style. What inspired you to create PerfectDD?
Having been in the fashion industry for over two decades, as a size 32DD, I still couldn’t find clothes that fit me properly. Tops that fit my shoulders would pull across my chest, and if I size up to accommodate my DD chest, it would be baggy every where else, making me look frumpy and feel insecure.

Learning that the average bra size in the U.S. is a 34DD, and that over 20 million women in the U.S. fall into this demographic of D+, sizes 0-12, I was determined to create a solution to empower these women by providing clothing options that marry comfort and fit without sacrificing style.

Your brand is a sustainable fashion brand. What was the motivation for you to cultivate an eco-friendly brand? Why is this important to you?
We can do better! There’s so much over production and waste in this world. I wanted to provide a solution for this demographic of women – to make dressing easier – but in a sustainable way. I believe in fashion with a purpose, while minimizing waste.

I want people to look and feel good (about themselves and their purchase). Our styles are versatile, timeless, and made in the highest quality.

Photo by Ryan Dorsett and provided by PerfectDD

You are sustainable and US Made! Why was it important for you to keep all of the manufacturing in the US?
Born and raised in New York, I want to stimulate our economy!

How would you describe the style of your brand?
Feminne chic. It’s your closet staples that are versatile and effortless.

Can you talk a little bit about yourself? How was your journey to founding PerfectDD as a woman entrepreneur?
I started my career in investment banking, where button downs and suit jackets were a requirement. As a size 32DD, buttons were constantly popping open and suit jackets never closed across my chest. If I bought a bigger size, I would have to get them tailored, spending more money, or settle with baggy clothes that made me feel insecure. Safety pins and double stick tape were my best friends.

Even as I transitioned into fashion, working at brands including Prada, Diane von Furstenberg, and Shopbop, I still couldn’t find clothes that fit my DD chest and my frame. I was shocked that no one was designing with a women’s chest in mind besides in lingerie so I started PerfectDD, out of a need to solve my own problem.

Learning that ~20m women have this body type and struggle with the same issues, PerfectDD was born. Every women deserves to feel fully supported.

What do you think are the major challenges of developing a sustainable fashion brand?
It’s more expensive to be sustainable! There’s also not a set standard of what sustainable means; so, it’s different for every brand.

At PerfectDD, we use natural fibers, the highest quality cotton including Pima, Supima, and Organic, that are environmentally friendly using the less water, non toxic, low impact dyes. Our Heather Greys are dead stock. Our styles are tagless, and we email receipts to eliminate excess collateral. We ship with zero single-use waste packaging that is 100% recycled. Our collection is ethically manufactured in local, family-owned factories paying fair wages producing in small batches to reduce excess inventory. We are proud of our quality, that is timeless with greater durability, creating less waste for the fashion conscious.

As an ethical fashion brand, how did you deal with coronavirus pandemics?
Our launch was delayed due to Covid, and we pivoted to manufacturing in the U.S.

The pandemic also solidified our core principles of quality over quantity, incorporating comfort on all aspects of our life, whether it’s to lounge at home or wear to work (on Zoom).

Do you think people will be more interested in sustainable and body-positive fashion moving forward with the effect of the pandemic?
Yes, I think the pandemic helped people prioritize and realize they don’t need so much stuff. Consumers are becoming more conscious of the environmental impact of their purchases, leading brands to relook at their carbon footprint.

It’s interesting, body type trends are real. Throughout history, there have been so many different “ideal” body types from the 50s hourglass to 90s heroin chic. Post pandemic liberation is in the air. and Gen Z’s zest for body positivity has pushed society to embrace your body, exactly as you are. I hope this sticks!

Photo by Kevin Martin and provided by PerfectDD

Many fashion brands have started to launch clothes in different body sizes, but there is still an ideal body image. What do you think about the impact of feminism on the fashion industry?
The fashion industry has made strides but we have much more to go. A woman’s fashion choice is less controversial as it has been in the 60s and 70s, but there are still presumptions made about women depending on the clothes we wear. You can be a feminist whether you show your cleavage or choose not to. At PerfectDD, we believe that every woman deserves to have (clothing) options that fit and flatter your chest size. If you’re large chested falling in main stream sizing 0-12, we have to settle with shirts popping open or settle with looking frumpy if we size up to fit our chest. Feminism in fashion is about choice and self-definition, rejecting the binary of masculine and feminine.

Where can we find PerfectDD?
http://www.perfectdd.com

How are you staying positive during a shelter in place?
Shelter in place helped me buckle down and focus on bringing my vision to life. Knowing that PerfectDD will bring confidence to so many women, kept me positive during the pandemic.

What is your motto in life?
Ask for what you want. The worst that can happen is you’ll get a no, leaving you in the same position as you were. If you get a yes, mission accomplished.

To learn more about Alice Kim and PerfectDD, follow them at the links below:
Instagram: @perfectdd
Website: https://perfectdd.com/

Empowering Women With Bigger Chest Sizes and Body Positivity