OUR Why
For those who’ll follow: The teenager who thinks she’s too fat. The 10-year old ‘encouraged’ to take up gymnastics when she really loves football. The baby girl who was born as you read this sentence. We’re making their path smoother.
As our path today was made easier by those who fought before us. Generation after generation of badass women who’ve helped us get here today.
A World Beyond Equality
Every ceiling we shatter, every opinion we change, every rule we un-write is one the next generation won’t have to deal with. We believe in a world that is so much more than one with equal rights, although that’d be a good start. We believe in a world where women can be truly free. Free to have an education, free to have sexual self expression, free from racism, free from domestic violence, free from the oppression of negative self image, free from religious persecution. Free to be who they want to be, when they want to be, how they want to be. Free to be themselves. With no limits.
Kortney Olson
CEO – GRRRL
Our Vision
To bring together an army of women to fight for each other, like family, to collectively create a world where women are free and liberated to be their best versions of themselves. Regardless of ethnicity, body type, beliefs, religion or abilities.
Take The Pledge With us
Our Mission
Providing women opportunities to be connected and provide a platform for each and every one of them to use their personal experience as a means to empower other women and liberate future generations.
We will do that in a number of ways
*GRRRLARMY – an online community where women across the globe can network with others in their sport or passion, and build local groups/relationships where they organise and gather regularly to share their experiences, teach each other new skills, find ways to reach their potential, and feel unconditional love and connection. In this community women can share their story and find others who have been or are going through similar situations, knowing that they are not alone, and to share powerful tools and information with each other to find support and recovery.
*GRRRL Live – an annual event where women come together globally to learn tools to empower the lives of themselves, their communities and their families. A springboard to elicit radical change.
*GRRRL Partners – partnering with strategic charities to help bring change for women through specific communities.
*GRRRL Factories– Strategic planning to open factories in developing world countries to employ and empower women of all backgrounds with good paying wages, and giving them pathways out of unpalatable alternatives.
*GRRRL Media– Employing honest advertising that represents all body types in fashion without the use of photoshop or airbrushing, and with no bias to ethnicity, background, belief or ability.
Our Difference
Here are the promises we make to our customers and society, that we want to be held accountable for:
01.
We stand to celebrate, admire and appreciate ALL body types. We stand to erase the dogma that our worth is equated to our exterior. And, that being anything other than a size extra small is an abnormality.
02.
We vow to employ honesty in our advertising and allow our models the option of wearing makeup or wearing their soul. It’s their choice not ours. It is our STRONG belief that a woman has 100% of the decision making power over how she looks.
03.
We will NEVER ever photoshop images of our athletes or models in our advertising or on our website. Whilst we may photoshop a tag sticking out or put a logo on a background – we will NEVER EVER airbrush, photoshop or otherwise manipulate what other companies and media outlets see as “imperfections”. Women are perfection already. Period. We believe women have more important things to worry about than conforming to media stereotypes of what they should or should NOT look like. For too long the fashion industry has misled women about how other women look. Our athletes come from all walks of life and represent everything that is powerful and amazing about female beauty. And we will never resort to using computer programs to make them look different, just so we can sell a few more T shirts or pairs of pants.
04.
We are GRRRL: Independent. Strong. And sometimes borderline aggressive. May you hear the GRRR in our name, and undoubtedly know that this is our force by nature: To protect and attack for our pack. Our hood. Sometimes our language might get a bit passionate or offensive to some people. Just because we care so much. (But we do have a swear jar. And for every GRRRL that complains about our language we will give $5 to our non-profit partners).
05.
We are for the GRRRL Sisterhood: All for one and one for all. We will raise up and celebrate everything great about being a woman, and use our position not just to celebrate the great things but to also make a difference in the world.
our sizing
AT GRRRL WE DO THINGS DIFFERENTLY
“We felt so strongly that the traditional way of sizing was wrong. We just had to do something abut it.” says Kortney Olson, CEO of GRRRL Clothing. “The old way of sizes was created by a man in the department of agriculture nearly one hundred years ago, using a survey that didn’t represent the variety of body types, ethnicity or genetics of women 100 years ago. Let alone today.”
It’s not just that the sizing itself that’s wrong, it’s the message itself that is absolutely toxic. SO we just decided to focus on the amazing things our bodies can do rather than the label created by some dude nearly 100 years ago.
Our smaller and bigger sisters are being told to shop elsewhere.. at the back of the store or being segmented into other stereotypes like “petite” or “plus-size”? How does it make sense that 98% of sportswear is made to fit less than 25% of female bodies? And why close to 70% of women can’t even shop at the mainstream sportswear brands.
Instead of sizes GRRRL has a range of 10 world class athletes and customers just pick the athlete you identify with, because at GRRRL our focus is on the amazing things our bodies can do rather than the unrepresentative stereotypes created in the department of agriculture.
“It might take you a minute to get used to the way we do things. But we hope you appreciate why we are doing it. And we are pretty confident that you will get a better fit. And a happier wear out of the process. It’s a pretty big gamble for us as an online store. But we know that women will get it.” Olson says.
