How Fitting® Podcast

The podcast for slow fashion designers who want to create clothing and grow a business that fits their customer, lifestyle, and values.

In biweekly episodes, hear how relatable fashion entrepreneurs (the kind who run their businesses from kitchen tables and cutting tables, not boardroom tables) navigate the fashion industry with integrity and define success based on their own principles.

In each conversation, host Alison Hoenes (a freelance women’s apparel patternmaker) explores the things that all slow fashion business owners experience: the vulnerability of launching something new, the deeply empathetic process of designing clothes that fit a niche market, the challenges of pursuing both financial and environmental sustainability, the late nights of reckoning with your values that make you consider shutting the whole thing down, and the rewarding moments that make it all worth it.

In addition, hear from experienced fashion industry resources that are helping indie designers make a difference and a profit – like low MOQ factories, fashion marketing and business coaches, or sustainable fabric suppliers.

How Fitting® offers validation that you are not alone in your fashion entrepreneurship experience, ideas to try on in your fashion business to create a better fit, and a curious look into how other slow fashion brands are making it work. How fitting is that?


Want to share how your brand fits your customer, lifestyle, and values on the How Fitting® podcast? I’d love to have you as a guest on an upcoming episode.


Powerful Impact Beyond the Clothes with Sadie Burton of FRST John

How Fitting: design a slow fashion business that fits
How Fitting: design a slow fashion business that fits
Powerful Impact Beyond the Clothes with Sadie Burton of FRST John
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In episode 83, Sadie Burton shares her story about starting her fashion brand, FRST John, with a focus on real women, real life, and real impact on her community. Hear what she’s learned about designing, marketing, and wholesaling and the big plans she has for FRST John’s impact in the future. FRST JOHN is a […]

Style Fit For The Petite Professional with Sopi Mitil of The Sopi Mitil Co.

How Fitting: design a slow fashion business that fits
How Fitting: design a slow fashion business that fits
Style Fit For The Petite Professional with Sopi Mitil of The Sopi Mitil Co.
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In episode 82, hear how attorney-turned-designer Sopi Mitil turned her frustration with the lack of well-fitting petite professional attire into a business: The Sopi Mitil Co. The brand offers short (but not just small) women stylish, professional attire that fits curves like a glove without a trip to the tailor.  The Sopi Mitil Co. is […]

The Basics of Timeless Slow Fashion with Emily Bracey of Juuney

How Fitting: design a slow fashion business that fits
How Fitting: design a slow fashion business that fits
The Basics of Timeless Slow Fashion with Emily Bracey of Juuney
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In episode 81, hear how Emily Bracey took what she learned in fashion school in a whole new direction that focuses on timeless, slow fashion, and ethical fashion in her brand Juuney. Inspired by her grandma June’s purposeful and resourceful closet, Emily creates basics that can go from a wedding to naptime and are made […]

Adding Color (and A Twist) to Midwestern Basics with Joie LaFrentz of Jola

How Fitting: design a slow fashion business that fits
How Fitting: design a slow fashion business that fits
Adding Color (and A Twist) to Midwestern Basics with Joie LaFrentz of Jola
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In episode 80, Joie LaFrentz shares all the thoughtful decisions that go into designing for Jola, her line of colorful basics with a twist . Learn how she balances design, production, sales, and admin for her business all from remote Iowa.  Joie LaFrentz was born and raised in Iowa and has always had a love […]

Thoughtful Style that Petite Women Want to Wear with Jenna Loyal of Pro Hac Vice

How Fitting: design a slow fashion business that fits
How Fitting: design a slow fashion business that fits
Thoughtful Style that Petite Women Want to Wear with Jenna Loyal of Pro Hac Vice
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In episode 79, hear how Jenna Loyal, the founder of Pro Hac Vice, has created a fashion-forward brand that petite women actually want to wear – all while working a full-time day job. With thoughtful fit, feminine details, and quality fabrics, Pro Hac Vice serves style in just the right proportions. Jenna Loyal is the […]

Universal Design for All Abilities with Stephanie and Mary Cayten Brakefield of Brakefields

How Fitting: design a slow fashion business that fits
How Fitting: design a slow fashion business that fits
Universal Design for All Abilities with Stephanie and Mary Cayten Brakefield of Brakefields
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In episode 78, mother-daughter duo Stephanie and Mary Cayten Brakefield share their passion for universal design that is fun, comfortable, and accessible. Their brand, Brakefields, is built on the idea that designing accessibility is better for people of all abilities and that fashion should be functional without sacrificing style. It’s funny how the sum of […]

The Fat Success of Comfort and Good Fit with Marina Hayes of Peridot Robes

How Fitting: design a slow fashion business that fits
How Fitting: design a slow fashion business that fits
The Fat Success of Comfort and Good Fit with Marina Hayes of Peridot Robes
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In episode 77, hear how Marina Hayes has grown her successful robe and lounge brand and a community of “fat activists” to provide more comfortable and well-fitting clothing options to plus size people. After selling out the first production run in less than two days, Peridot Robes has expanded their styles, fabrics, and the difference […]

Setting a New Standard for Short-Stature (under 4’11”) Fashion with Chamiah Dewey of Chamiah Dewey Fashion

How Fitting: design a slow fashion business that fits
How Fitting: design a slow fashion business that fits
Setting a New Standard for Short-Stature (under 4’11”) Fashion with Chamiah Dewey of Chamiah Dewey Fashion
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In episode 76, Chamiah Dewey shares how she has built the UK’s first brand for short-statured (under 4’11”) people with empathy, diversity, inclusivity, and style at the forefront. Hear how she’s overcome the challenges of creating a whole new standard for fit and sizing – and the difference it has made in peoples’ lives. Chamiah […]

Outshining Skin Cancer in Style with Erica Sullivan Feggeler of Low Ultraviolet

How Fitting: design a slow fashion business that fits
How Fitting: design a slow fashion business that fits
Outshining Skin Cancer in Style with Erica Sullivan Feggeler of Low Ultraviolet
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In episode 75, Erica Sullivan Feggeler dives into how the sun-protective apparel brand idea she put together for a university business pitch competition her senior year has expanded its mission, product line, and impact. 2.5 years later, Low Ultraviolet is making waves in the UPF50 clothing market and creating a community that outshines skin cancer.  […]

Identifying and Connecting with Your Ideal Customers with Jane Hamill of Fashion Brain Academy

How Fitting: design a slow fashion business that fits
How Fitting: design a slow fashion business that fits
Identifying and Connecting with Your Ideal Customers with Jane Hamill of Fashion Brain Academy
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In episode 74, drawing from decades of running her own successful fashion and retail business and coaching other fashion product brands to do the same, Jane Hamill shares practical strategies and lessons on identifying and connecting with the ideal customers for your brand. She shares what’s working and what’s not in today’s fashion business landscape. […]