TTYA LONDON IS A GAME-CHANGER FOR TALL WOMEN
By: Prachi Khatri
Fashion has long overlooked height inclusivity for tall women. Although many big brands often carry petite sizes, it is rare to see racks filled with options for women who face the opposite height challenge - being tall. Women who are 5’9” and above find it difficult to shop for clothes from popular brands because being tall sometimes mean it is a struggle to fit into garments cut for average height shoppers.
TTYA London, also known as “Taller than your average,” is a unique business responding to this particular demographic. The brand was founded by British-Nigerian Irene Agbontaen and is dedicated to creating fashionable, well-fitting outfits for women who are 5’9” and taller.
Source: TTYA london official website
Shopping as a tall woman can be a frustrating exercise. Most standard sizes are not designed to meet their height or arm’s length. Common grievances include sleeves that never reach the wrist, skirts and dresses that are either too short or most commonly, never being able to find the right pants that are long enough. A woman quoted on Reddit, “My options are soooo limited—even in pajamas. I end up wearing the same few things that I already own (and are long enough) over and over every day.” when asked to share problems that tall women face in styling.
It is no surprise that there is a lack of clothing made to fit tall women in the fashion industry. Think about it, how often have you walked into a store to see a ‘tall’ section?
Founded in 2013, TTYA London aims to bridge this gap for tall women, making fashion and style more inclusive. Since then, the brand has developed from a fashion line to offering events to bringing the community together and creating content as a lifestyle brand.
“As a tall girl, finding clothes that fit has been a lifelong struggle. Solving the problem not only helps me with cute clothes but also women all over the world! In a fashion world where we have been forgotten, small businesses like me have to step up and fill the gap," says Jordan Smith, a small business owner for a Texas-based tall women’s clothing store, The Elevated Clothing.
Source: TTYA london official website
A sizing issue is not just a mere inconvenience but impacts one’s self-esteem and confidence. Agbontaen’s personal experiences as a 5'11" woman inspired her to launch TTYA. She recognized a need in the market and took into consideration women's frames for curating everyday statement piece. Learning from her own struggles, she understood that adding five centimeters to a garment doesn’t make it a tall ‘fit.’
Their website quotes “Shop the chic foundations to your wardrobe with our capsule collection of tall essentials. Designed exclusively for tall women, from dresses, leggings to maxi skirts , tops, shirts and jeans” with items ranging from £4 to £135.
TTYA London’s collections are not only unique but also tailored specifically to tall women for clothes as well as footwear. It’s a no-brainer tall women have bigger shoe sizes; the brand collaborated with ASOS to launch a collection of shoes ranging from size 4 to 13, including over-the-knee boots, something so hard to find for a tall woman.
As Agbontaen puts it, "I used to be so intimidated about standing out, but I actually realized that standing out and being tall is my superpower." - in ASOS article by Eboney Renee Baker, ASOS Design x TTYA London.
Height diversity must be a part of fashion to achieve true inclusivity. Thanks to brands like TTYA London that are making tall women’s fashion inclusive and empowering them to carry their height with confidence. It is not only making fashionable clothes for tall women but also inspiring brands to get one step closer to the goal of genuinely making fashion that suits everyone’s needs.