Former social worker now sew successful: New close-knit company tailor-made for plus-sized women

Posted 10/11/18

Mary Alice Duff, owner of Alice Alexander, is pictured with her husband, Alex Roman, at their store opening on June 28. (Photo by Tonjanika Smith) by Elizabeth Coady When she was growing up, Mary …

This item is available in full to subscribers.

Please log in to continue

Log in

Former social worker now sew successful: New close-knit company tailor-made for plus-sized women

Posted

Mary Alice Duff, owner of Alice Alexander, is pictured with her husband, Alex Roman, at their store opening on June 28. (Photo by Tonjanika Smith)

by Elizabeth Coady

When she was growing up, Mary Alice Duff was the tallest kid in her class, standing above both the boys and the girls. Her height meant she was always directed to the back of the line and in the last row of group pictures. Feeling awkward, she began to slouch.

“My mother just grilled it into my head: you have to stand up straight,’’ recalls Duff, 33, who is six feet tall and wears a size 18. “And even if you don’t feel confident, you have to fake it because your mind reacts to the way your body behaves. If you’re slouching, if you don’t feel so good, your mind takes that queue. You just need to walk with confidence.’’

Kudos to Mrs. Duff, because her daughter Mary Alice has impeccable posture and stands tall as the founder of the Alice/Alexander, an “inclusive fit” women’s clothier based at 4056 Ridge Ave. in East Falls.

Founded last year, the company makes quality made-to-order women’s clothing for sizes zero to 28 with natural fabrics and a nod to ethical and environmental sustainability.

“Having left a very successful career to start this crazy thing, everyone laughed at me when I told them I was going to do this,’’ said Duff, who has three college degrees and worked for 10 years in social work before founding the company. “Everyone, everyone! So I’ll just say confidence is the ability to try things and not be afraid of failure.’’

That willingness to take a risk is reflected in her clothing line, populated with garb of bold colors and cuts the fashion industry typically pooh-poohs for big women. But Duff has found an appreciative audience among customers who respond to her designs and her attention to ethical production.

“What I’m trying to convey is, number one, that women of all shapes and sizes can wear whatever the hell they want,’’ said Duff, mom to 4-year-old Alice, for whom the brand is named; the other half of the name comes from her husband, Alex Roman, a math teacher at J.S. Jenks Elementary in Chestnut Hill.

“Plus-sized women aren’t going anywhere,’’ she said. “If anything, the body positivity movement is encouraging women to embrace their bodies ... instead of obsessing over being smaller. So the fact that the fashion industry won’t accept us is just hilarious because it’s like they’re throwing money out the window.’’

Model Grace is wearing the Joan Moto jacket in wool, Nina blouse and Janis skirt. All available at www.alicealexander.co (Photo by Adam Barnard)

While she has sewn her whole life, Duff began making her own clothing when she gained weight after having her daughter and could not find clothing that fit made with quality fabrics.

“I just kept coming up empty-handed and I was like, ‘This is ridiculous.’ ... I started sewing my own clothes as a way to solve my problem.’’

The idea to create her own line came after her homemade clothing started getting her attention.

“I was getting compliments from perfect strangers on a regular basis so I really started getting serious, like maybe this is an actual business. It occurred to me that I had a knack for pairing silhouette with fabrication and fit. Retailers were clearly not doing that in my size range.’’

When apparel makers produce an initial garment, they’ll make to fit a size six, then tweak it to create a plus-size version, according to Duff, who attended MADE Institute to hone the sewing skills she learned from her grandmother when she was 8.

“They do these little tweaks to make the woman appear thinner,’’ said Duff, who grew up in Haverford. “In fashion that’s always the goal; right? But that’s just not the goal for me. We design our clothes around my body, and I wear a size 16-18 ... If you focus on fit and what makes you feel good, you can literally wear anything.’’

The quality of her clothing is evident upon look and touch. She uses only natural fabrics like silk and wool, charmeuse and Tencel, eschewing polyester because of its feel and petroleum origin.

Prices reflect their quality; the lined wool Joan Moto jacket costs $325 and is made with 20 separate pattern pieces; the Ruth blouse in black cupro and silk will set you back $198. The Janis miniskirt sells for $165.

The clothes are made to order to cut down on waste; Duff says many clothing producers destroy thousands of unsold garments, creating waste and pollution. In addition, each of her three employees earns $15 an hour, or what she deems a minimum living wage, whereas most Americans wear clothing produced in foreign countries where workers earn miniscule amounts.

Many customers find Duffy through Instagram from as far away as Australia, South Korea, Switzerland and New Zealand. Duff says, “Social media is, like, everything. We have zero dollars for marketing … I’m intending to be an old lady wearing wide-legged pants, big sunglasses and bossing everyone around.

“Entrepreneurship is the hardest thing I’ve ever done without a shadow of a doubt financially, emotionally and physically. But it’s so worth it if you really believe in what you’re doing ... Do I want to make money? Absolutely. But it has to be about a bigger mission, and I have that.’’

For more information, call 267- 225-3292 or visit https://alicealexander.co

locallife