MEET PERFECTDD'S BRAND FOUNDER ALICE KIM

For those of you who don’t know, PerfectDD is a sustainable womenswear brand focused on body positivity, boldly celebrating curves of large breasted women, sizes 0-12. Proud to be the first company to target this overlooked demographic, PerfectDD has created flattering tops for women who struggle to find styles that accommodate their D+ cup chest size. 

We sat down with PerfectDD’s brand founder Alice Kim in an exclusive interview to learn more about the early beginnings of the brand, challenges in today’s retail landscape and the importance of corporate consciousness. Take a look below!

Take us back to the beginning - how did you ideate the concept for PerfectDD?

Having been in the fashion industry for over two decades working at companies including Victoria’s Secret, Prada and Diane von Furstenberg, as a size 32DD, I still never found clothes that fit me properly. What fits my shoulders would pull across my chest, and if I size up to accommodate my DD chest, it would be baggy everywhere else making me look frumpy and feel insecure. Upon learning  that over 20 million women in the U.S. fall into this demographic, I wanted to empower these women by providing clothing options that marry comfort and fit without sacrificing style.

PerfectDD is focused on creating a more inclusive definition of beauty, why is this important to you?

Women come in all shapes and sizes, and every body is beautiful. Currently, the demographic that PerfectDD services is ignored in the fashion industry and there are many presumptions made for this body type. No one should feel left out or body shamed for a body part every woman has. We believe that every woman deserves to feel fully supported with access to clothes that make them look and feel good.

We have seen a shift from brands as they become more transparent about their practices, how is PerfectDD mitigating their environmental footprint?

We use the highest quality cotton - Pima, Supima and organic that are environmentally friendly using the less water, non toxic, low impact dyes. 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 a woman entrepreneur, what was most challenging about launching your own brand? Any words of advice for other emerging brand founders?

People who are not the target demographic underestimate the market value because they don’t understand the problem.
My advice is to believe in yourself. If it’s a problem for you, it most likely is a problem for others. Solve the problem even if some people can’t relate.
  
Where do you seek inspiration in your daily life?

Meditating on my daily devotionals and walking the streets of NYC inspire me. NYC is full of energy with an eclectic crowd. I love the past year’s outdoor dining set up to people watch.