The fashion world loves to preach that style knows no size, but for many, finding trendy, well-fitting clothes remains a Herculean task. Enter What Lo Wants, a brand that’s rewriting the rules of size inclusivity, offering everything from small to 5X. Its founder, Gray, is on a mission to ensure that confidence isn’t a privilege but a right—regardless of size.
From Napkin to Tattoo: The Birth of a Brand
Gray’s journey into fashion wasn’t a straight path. After graduating from college, she found herself in the tech world, working on an app for reselling clothes. It was there she noticed a glaring void: the lack of size inclusivity in secondhand fashion. This realization sparked the idea for her own brand. The name, What Lo Wants, came from a casual conversation with her best friend’s mom, who affectionately called her “Lolo.” Gray scribbled the idea on a napkin during a flight, and today, it’s tattooed on her arm—a permanent reminder of her mission.
Fashion Without Limits
For Gray, size inclusivity isn’t just about offering larger sizes—it’s about redefining how we think about fashion. “I want fashion to fit correctly, but I don’t want style to be dictated by my body,” she explains. Her vision is simple: everyone should have the freedom to choose what they wear, not be confined to a limited selection. She’s challenging the industry to untether style from size, creating a world where fashion is as diverse as the people who wear it.
Navigating Industry Challenges
While progress has been made, Gray acknowledges the fashion industry’s recent setbacks, particularly with the rise of weight-loss drugs and shifting body standards. “It feels like fashion is going backward,” she says. As both a consumer and a business owner, she’s attuned to these changes but remains steadfast in her belief that fashion should empower, not pressure. “Body positivity is about choice,” she emphasizes. “It’s whatever you want to do with your body—it’s not my business.”
Empowering Confidence, One Outfit at a Time
Gray’s brand is more than just clothing—it’s a movement. She wants people to feel comfortable in their own skin, free from the weight of societal expectations. “The first time you wear a crop top, you think everyone’s looking at you,” she says. “By the third time, you realize no one cares.” Her direct-to-consumer model, with manufacturing based in the U.S., ensures quality and ethical production, even if it means a higher price point. Gray dreams of expanding into wholesale, but her focus remains on empowering her customers to embrace their individuality.
The Future of Fashion
With What Lo Wants, Gray isn’t just selling clothes—she’s reshaping the narrative around fashion and size. Her brand is a testament to the power of inclusivity, proving that style isn’t about fitting into a mold but breaking it altogether. In a world obsessed with trends, Gray is creating something timeless: confidence for everyone.
