Americans' bodies come in a huge range of听shapes and sizes. Yet clothing options represent a tiny fraction of that diversity, as evidenced in part by a recent study published in the that found the majority of women have trouble finding clothes that fit them.听
The researchers polled听5,552 women via the 听to determine that the average woman wears a “straight”听size 16 to 18鈥攖he equivalent of a “plus”听20W. Size 14 has generally been recognized as the beginning of plus-size clothing, and most brands run听the majority of their apparel , and then stop听there. The options for larger women听simply don't exist or are too low caliber, say Deborah Christel and Susan Dunn, the co-authors of the study.听
Performance-apparel makers are even worse. Only a handful of these brands, including , , , and , offer “extended”听sizes, which typically means they offer apparel options larger than XL.听And until , there were zero听performance apparel brands dedicated to plus sizes.听The new online听sportswear brand exclusively sells apparel in sizes听10 and up.听
“Our overall mission is to make Athena [plus]听size performance wear, so that every woman can be active,”听says Rsport's founder听C.J.听Riggins, who has two decades of product experience at brands like听Abercrombie & Fitch,听Salomon,听and Pearl听Izumi. “We don't need to be all things to all people: If we go lower than size 10, we will end up refocusing on other women's needs and failing to meets everyone鈥檚 needs as a result.”听
More public figures are vocalizing their desire for ad campaigns and media听to reflect more diverse body types.听Chief among them is听marathoner Kelly Roberts, size 8 to 10, who started the #SportsBraSquad. Brands are paying attention. that range from 1X to 3X. launched its 2017 #ThisBody campaign to spotlight the stories of plus size fitness leaders like choreographer Jessie Diaz and triathlete Krista Henderson.听
To engage her customers, many of whom had been relegated to online shopping or single dusty racks in the back, Riggins plans to sell products at running and triathlon events across the country. The plan is to eschew a brick-and-mortar shop for a decked-out Airstream (coming soon) that will offer pop-up shopping experiences and partner with other brands that prioritize plus wear.听
Rsport will outfit women from size 10 to 34 (also labeled 6X), regardless of whether she is a novice weekend warrior or a professional athlete. The average woman's size aligns with the brand's XL. “We fit to the middle of the range and scale out using fit models for the whole gamut,”听says Riggins: size 22-24 (3X) is at the center, with three larger and three smaller sizes. 听
Rsport launched with six multi-sport apparel pieces, including long and short sleeve shirts, a fleece jacket, capris, and tank top. “Apparel channels鈥攖rail running, climbing, mountain biking, etc.鈥攁re appropriate but don't always need to exist,”听says Riggins. The stuff is designed for any endeavor, from weight lifting and hiking to high-intensity training and endurance sports.听
The line is about what you'd expect from a high-end performance sportswear maker: integrated fabric solutions rather than treatments applied afterwards, which helps boost durability through multiple washes; seam-free panels; high-wicking synthetics. “This consumer has been an afterthought in sport but is the forethought for us: other plus-size apparel is made to fit but not to activate for this woman's fullest potential on a bike or ski hill. We are in the science lab鈥攚hy not make bomb-level apparel for everyone?”听she says.听
Over the next few years, the line will expand with head-to-toe options, including sports bras. A few brands already make great plus-size bras, , lauded by Oprah, and century-old . The central goal for Riggins is to build products that address unmet needs.听
“Getting out the door is the first step for every consumer,” says Riggins. “If I can help her ignore her clothing, because it's working for her鈥攕he's not chilly, doesn't feel听feels abrasion, the pants aren't sliding down while running鈥攖hen that will help her get out and move.”