“In indigenous Māori culture, there is no concept of body shaming,” begins Jonie, the co-founder of apparel brand Self Sovereignty.
That very history of colonization was what the brand sought to critique and dismantle during its inception. “There were a lot of big issues going on at the time to do with Māori sovereignty and people here in Aotearoa. We started Self Sovereignty because we found it difficult to find clothing which represented our values, our identities and paid tribute to our cultural lineages,” says Jonie.
Their size offering runs from size small to 5X. “The decision to offer extended sizing was important to us. When we saw our manufacturers offered these sizes we immediately decided to ensure they were available to our customers,” says Jonie, who stated that the wider range of sizes actively counters the notion that there is an ideal size. Many small brands pass on the cost of extending their size run onto their plus-size customers. Not Self Sovereignty.
“We hope to create quality apparel that helps continue important and needed conversations. We hope these conversations form the basis of dismantling systems of oppression and bringing our ancestors dreams to fruition.”Virgie Tovar is an author, activist and one of the nation's leading experts and lecturers on fat discrimination and body image.
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