Rachel Blumenfeld got tired of having to adjust her pants and shirts every time she was working out so they wouldn't ride up and flash some skin, and she figured that her workout clothes didn't fit her curvy body properly because they weren't created with her in mind. And she was right: after some research she learned that most clothes are designed around a size 4/6 woman with “conventional proportions." Learning that, she decided to create a whole brand that didn't treat plus size women like an afterthought.