As women’s average clothing size in the US shifts to size 16 or 18, US data shows that about 70% of women wear a size 14 or higher, and mainstream retailers are struggling to stock plus sizes in stores. The inconsistency and limited availability of plus sizes, coupled with major brands scaling back in-store offerings, frustrate shoppers who are increasingly aware that expanded size ranges do not always translate to meaningful change.
Despite clear growing demand for true, size inclusivity, many fashion retailers continue to fall short, including Old Navy removed many plus-size options from hundreds of stores despite their highly promoted Bodequality initiative, citing lower-than-expected store demand, while keeping the full range online. H&M has drawn criticism for quietly removing photos of plus-size models from its website’s plus-size section and for only offering sizes up to XL or XXL in stores, with true plus sizes (like 3X and 4X) mostly available online. Most recently, Lululemon staff told a customer seeking a plus-size bra in her size that she would need to travel 20 miles to a select store that stocks large sizes.
Major brands have retreated from serving much of the $125 billion-plus global plus-size market—expected to top $202 billion by 2034—leaving countless shoppers underserved. Jordyn Woods is challenging the fashion industry’s pullback with the launch of her new WOODS by Jordyn collection, a solution-oriented approach that offers true size inclusivity, authentic representation, and day-to-night essentials, setting her brand apart in an industry still playing catch-up.
“This is our most exciting and purposeful launch yet,” said Jordyn Woods.“I want to be disruptive in this industry by creating quality pieces that are inclusive and solution-based. After a year and a half of development, I’m beyond excited for people to finally experience the collection and see the detail and effort we’ve poured into every piece.”
The collection includes bold boots and versatile heels, specifically engineered to fit and flatter wider calves—a detail inspired by Jordyn’s own challenges finding boots that accommodate varied body shapes. The clothing line spans from petite to true plus sizes, ensuring all women can find pieces that offer comfort and confidence. Accessories, such as statement handbags and jewelry, complement the collection, rounding out a complete wardrobe.
It marks the apparel brand’s evolution into a lifestyle destination, offering shoes, handbags, and jewelry that are built on authenticity and designed for all. We sat down with Jordyn for an exclusive interview about her commitment to inclusive design and the real-world challenges facing fashion today.
1. How do you feel about the current state of inclusivity in the fashion industry, especially regarding plus-size fashion, and where do you find your creative inspiration?
I think the fashion industry has actually taken a step back in recent years in its approach to inclusive fashion. The average size of women in the US is not a size 4, yet it is still the prevailing narrative in the fashion industry as the standard. I want to shatter these norms. My approach to designing draws inspiration from styles I like on social media, as well as ideas from my travels and experiences with new cultures, and observing what people are wearing. I don’t follow mainstream trends, celebrities, or traditional magazines for design inspiration.
2. If you could go back to the moment you envisioned your first collection, what’s one thing you wish you’d known then that now feels crucial?
It takes a lot of work, and launching a new collection comes with numerous challenges, including numerous iterations on the samples. It took this collection about a year to create, with numerous samples being sent back and forth, before it reached the quality I wanted it to be. I also had a design that looked great as a sketch, but once developed, didn’t come out as expected and didn’t make the cut.
3. WOODS by Jordyn is often described as ‘accessible luxury.’ How do you approach the design process to ensure the products are solution-driven and truly inclusive?
Accessible luxury means making decisions that strike a balance between design and remaining price-conscious. I want our customers to be able to purchase 2-3 items for their wardrobe, not just one item, because its price is so high.
4. What inspired you to add footwear to the WOODS by Jordyn collection at this moment, and was there a particular gap or customer need in the market that drove this expansion?
I always struggled to find boots that fit my figure, and had trouble with zipping up boots over my calves. I designed the footwear just like the clothing to be inclusive of those with wider calves. It’s not for plus-size or curvy women; it’s for all sizes of women who have wider calves and find it difficult to wear tall or thigh-high boots.
5. What is some key advice for other aspiring fashion entrepreneurs looking to stand out in the industry?
Don’t follow trends, instead stay true to yourself and surround yourself with a supportive team of people, as it takes a village. Don’t be afraid to fail because that’s where you learn a lot about running a successful business. Take it all as learning lessons and never stop taking risks.
6. As you look toward the future of WOODS by Jordyn, what items are next?
I don’t want to give away too much, but I did tease a jacket that I was wearing in one of the campaign photos, so expect new Fall and Winter items to be available in the coming months!
The Woods by Jordyn collection is available exclusively online starting today at www.woodsbyjordyn.com.
