Duke the Label, the Aussie activewear brand known for their range of high-performance tights and ultra-supportive sports bras, has ditched ‘large’ sizes.
In a move to support their brand ethos of inclusive sizing and ridding the labelling of women as ‘large’, they’ve eliminated size large from their size chart.
In its place, you’ll find sizes ranging from Small to Extra Extra Extra curvy, with the brand believing this is a better representation of Australian women’s bodies.
Their modified size guide allows women of all shapes and sizes to feel empowered, beautiful, feminine, and confident.
Duke the Label’s range of super-flattering activewear that caters to all shapes and sizes is crafted with every woman’s body in mind.
The right mix of support and style make up their range of tights and sports bras that are size-inclusive and functional.
Offering supportive sports bras for any form of exercise and high-performance leggings that will take you through any sweat session, Duke the Label acknowledges that women come in all shapes and sizes.
Duke the Label was founded in 2018 when Founder Rhiannon Duke received a tearful and distressed call from her sister who was shopping for clothes.
Rhiannon’s sister had just had her second baby and was turned away from a store by the staff who explained the garment she was trying on was “the biggest size available”.
The size of the garment was an Australian size 14 (considered to be the average size of an Australian woman).
Hearing this story prompted Rhiannon to want to make a change and thus, Duke the Label was born, “So many activewear brands do not cater to the reality of Australian women’s bodies. Women should be able to wear clothing that is both fashion-forward yet fits and is functional. Our bodies shouldn’t have to fit into society’s preconceived notions of what a ‘fitness physique’ is, instead, we should all feel empowered to get active, no matter what size we are.”
“The description found on a clothing tag should never size-shame you nor make you feel bad about yourself. At Duke the Label we celebrate body positivity and aim to empower women to feel good and look good whilst working out. We encourage being active, no matter the fitness level you are, or the type of body you have.”
Duke the Label’s designs are constructed to support and contour all the beautiful bodies of their customers.
With the mentality that strong muscles and curves require a different kind of support, Duke the Label takes great pride in high-quality garments that have been designed with function and fit in mind.
Their signature ‘Fit & Sculpt’ fabric is a perfect blend of polyester and elastane, produced to not only fit and sculpt but to compress in a very subtle way.
The brand also promotes sustainable practices and uses recyclable materials to promote positive change for the environment.
Duke the Label’s first collection which took over 18 months to design and produce is currently available online, with sizes ranging from X Small (Australian size 6-8) to XXX Curve (Australian size 22).