Instead, the Decade team — which includes co-founder/designer Spittal, her longtime partner Matthew Atkinstall and business partners Morgan Ellis and Ezra Kish — was focused on creating stylish, ethically made garments designed to last well beyond one season of wear.
What makes Decade Studio’s denim unique is Spittal’s approach to sizing. The brand’s 100 per-cent cotton jeans are based on body ratio, which sees individual hip and waist measurements used to garner the best possible fit across a design’s size range rather than relying on the standard, one-size-fits-all industry model.
The Bonnie, she notes, was the “game changer” for the brand, offering people who are used to struggling with finding a high-rise, straight-leg denim an option that, well, fits. Her initial oversight of offering an inclusive size range prompted her to reflect on the fashion industry’s overarching aversion to offering designs that go beyond a standard denim size of 24 to 32.
That realization, coupled with the sales data that showed shoppers in the ‘plus-size’ category were finding a fit among the Decade Studio designs, prompted the team to develop an offering of extended sizes, up to size 50, expected to launch this spring. A major part of that inclusivity model has to do with education and support. The company’s unique sizing that sees sizes differ between each design, along with the use of thick, stretch-free cotton material, has meant that Spittal has to be more hands-on with customers who are trying out Decade Studio denim for the first time.
It's the new standard of beauty we've been hearing about for years.