The Brand That's Re-Inventing Petite Fashion Targets US

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Jeetly, the British Petite Fashion Brand that gives short women a say in fashion, has secured retailers in Russia and China and is now looking for US partners to sell its products.

Giving petite women a say in the fashion industry after being under-served for decades

Having sparked a fashion revolution for short women, petite clothing brand JEETLY,, launched in 2013 as the world's first collaborative clothing brand for women under 5'4 in height. Via its ‘In-or-Out’ platform Jeetly showcases design samples online, customers make changes to design and vote them in or out of production for every collection. The customer with the best design suggestion voted forward for manufacture not only gets the garment free when it is retailed, the garment is named after them, Jeetly designs and manufactures apparel in response to the consumer.

The petite clothing brand sold in 16 countries in its first year and was shortlisted for several business awards including Retailweek/Drapers Award for Best Retail Innovation, winning London’s Best Fashion Startup by TechCityNews. Endorsed by petite celebrities in 3 continents including an A-listed Bollywood actress, petite 5'1 Founder Jess Jeetly wanted to democratize fashion for petite women: 'Do retailers ask the petite woman, a sizable consumer (1 in 3 women in the US), what she wants to wear? I wanted to give petites a voice in the fashion industry; they determine which styles get manufactured for every collection instead of these choices being dictated by designers and retail buyers. The Brand's aim is to initiate a revolution in the apparel industry, supported by petite bloggers and consumers to prove that there is a need for more petite clothing online and in-stores, so we are proud to pioneer a movement in the right direction with a sustainable fashion business that benefits the consumer, the retailer and the environment’.

After securing a retailer in Russia and China in August this year, Jeetly's search for international partners came to the US, Jeetly's fourth largest consumer base, proving strong demand for petite apparel. With the upcoming launch of the third collection and its responsive website in December, Jeetly plans to enter the US market in 2015 via retail partnerships both offline and online with an improved shopping experience for mobile users.

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Tanya Mint
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