There isn’t much consensus in the world of fashion when it comes to sizing. As shoppers, most can agree that sizing is inconsistent at best and a total myth at worst. Ask anyone who regularly tries on clothes and they’ll tell you that their size varies depending on the brand or even the garment within a brand’s collection. Usually, it’s best to take your measurements and compare them against the brand’s sizing chart and forget the letters and numbers.

But what happens when the size chart doesn’t include you at all?

That’s the reality for many Canadians who don’t fit the standard small, medium and large size categories, often referred to as “straight sizes.” And while it’s becoming more commonplace for brands to produce XL and XXL sizes, many don’t offer the larger sizes in store, forcing people to take the gamble with online orders.

“While I truly applaud any brand that makes an honest effort to expand their size range, the term ‘size inclusive’gets thrown around too frequently,” says Toronto-based content creator Jennifer Monforton (@vibrantvvbeauty). “It’s a descriptor with no objective definition and is often used in ways that exclude a significant proportion of the plus size community.”

Monforton is a size 18 and says that she has a lot of size privilege in the plus size sphere. “Finding clothes that fit me well takes research and persistence, but for larger plus size folks it truly is a needle in a haystack situation. I try my best to advocate most loudly for brands that are enthusiastically and effectively showing initiative towards size inclusivity.”

What does plus size even mean?

The average North American woman wears a size 18—which generally translates to a 1X or 2X in plus sizes—which Monforton says are not the same thing as an XL and XXL. Think of it this way: a double XL shirt is a garment is cut the same way as a large, just magnified in size. A plus size (2X) version of a garment is cut to suit a larger frame.

What’s the difference between a plus size brand and a size inclusive brand?

Items are designed and presented in different ways. Size-inclusive brands include all sizes from smallest to largest, and aren’t kept separate. Every person—no matter the size—should have the same user experience when shopping. Size inclusive brands also take as much care in creating the pattern of their plus sizes as they do their straight sizes, fitting them on plus size models first because different body shapes and have different needs, even when working with the same garment.

“I’d only label a brand as ‘size inclusive’ if it offers at least a 5-6X or size 30, or even custom sizing for any interested customer,” says Monforton, who assures that the stringent definition isn’t intended to discourage designers, “but to prompt them to be mindful of who they’re actually excluding when they claim inclusivity.”

Monforton also adds that the thoughtfulness of a size inclusive brand should extend to its marketing. She says that there are brands that expand their sizing, but don’t properly promote it in their featured imagery, on their website or social media, or even in their sizing charts. Then they claim that the customer base isn’t there.

“Plus size clothing done well means using larger-bodied models, learning about grading, getting feedback from a variety of customers, being enthusiastic about plus sizes and proudly displaying folks with diverse bodies in their media,” says Monforton. “If you make it well, we will come. Fat babes want to be stylish too.”

Here are 10 Canadian fashion brands who are doing size inclusivity right.

Connally Goods

Connally Goods is a Vancouver-based sustainable small business that offers “infinite sizing.” Their regular collection of casual, comfy, and easy fitting garments regularly go up to a 6X,but they also make custom sized garments for any body. Monforton loves their button-down skirts and says they’ve just released the best wide leg trousers. 


Lesley Hampton


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Lesley Hampton is a Toronto-based Indigenous fashion designer who creates both occasionwear and athleisure designs, with some more casual everyday pieces in between. Some of her pieces go up to a 6X while others are completely custom-sized. She uses a variety of diverse models and most recently dressed Killers of the Flower Moon actress Jillian Dion on the red carpet.




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Beaton is a B.C.-based slow fashion linen brand that creates casual genderless pieces in sizes up to 4X/24 but certain pieces can accommodate larger sizes. The overalls have adjustable straps that comfortably fit larger busts and waists listed in the size guide.




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Noémiah is a made-to-order couture design house based in Montreal. Noémie Vaillancourt started the studio in 2008 and some of her collections have been carried in Anthropologie and Urban Outfitters. Her dresses range from flirty everyday summer silhouettes to couture bridal gowns, but they all maintain a bold style with puffy feminine silhouettes. In the drop down menu there are very few size options but that’s because many of the pieces are made to your measurements. Some dresses are listed as “one size” or “one size plus.” According to her website: “After you place your order, you will receive a message from me to confirm your measurements and make sure the garment fits your body perfectly.”


Free Label


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Free Label is a Vancouver-based athletic and casual wear brand that produces sizes up to 5X. Best known for their workout sets, Free Label just expanded into bamboo with their new “just the essentials” collection of bras, underwear and tights. They also make super cute and comfy pants, dresses and skirts.




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Vancouver-based Understance has done a great deal of work to establish themselves as one of the most size-inclusive lingerie brands in Canada. The brand is frequently designing and testing bras with fuller cup sizes in mind and most recently just released a bra in a K cup. Their collections range from a 28-48 band, and A-K cups and come in either sexy yet supportive patterns or seamless T-shirt styles that hug the body and are super comfortable.


Hilary Macmillan


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Hilary Macmillan is perhaps one of the better known size-inclusive brands in Canada. The Toronto-based designer made a name for herself with showstopping trench coats but her whole collection, which ranges up to 4X, is worth exploring. Especially the Barbie collab.

“They put obvious work into getting their sizing just right and they feature models of various styles on their website and socials,” says Monforton. “And their vibe is very me—playful, yet put together. This is the brand to go to for a unique business suit or flirty party dress.”


Nettle’s Tale

Nettle’s Tale is a swimwear and apparel brand based in Vancouver that sizes up to 4X. The bold prints and well-fitting basics established the brand as a local darling in B.C. but its inclusive marketing and new collections—which include more formal pieces like silk slip dresses and fun work pants—has caught the attention of stylish dressers all over Canada.