"When WE were 17 - we Smelled Like Teen Spirit, knew all the words to 'Hold On' by Wilson Phillips, could occasionally do the humpty dance and were always - always ready to...STOP...for some quality Hammer-time. The Sundays, Pixies and Sonic Youth, sound-tracked our weekends as we tried to make denim overalls work (FAIL), match flannel shirts with baby-doll dresses, and rocked a super-high waisted carrot top denim jeans with baggy Cherry Lane grandpa tees. We never missed an episode of Twin Peaks, 90210 or Neighbours. As we hurtled toward an adulthood that was new and exciting, creativity was expressed through fashion, and self awareness started to bloom.
Today, even though we STILL know all the words to Wilson Phillips, we have managed to put together a pretty impressive resume of fashion industry achievements. We have also gained huge amounts of experience, and worked with some leading denim brands. In 2010, we came together united by a passion for bespoke quality garment design, and a desire to shake things up in the world of 'plus size' fashion. This term; 'plus size fashion' doesn't always sit well with us, we don't think fashion needs to be categorised or labelled. Fashion - should not judge, stereotype, ostracise or exclude. To us, fashion is another form of self expression.
At 17, we want to give every girl the opportunity to feel sexy on a date night - beautiful on a girls night out - sassy in a club, & confident kicking around town running errands. Although we strive to hit 'on-trend' styles through monthly range offerings, 17 is SO much more than just clothes. We want to grow 17 as a cultural destination, where everyone that values fashion, art, music, politics and creativity in general, can contribute to and become a part of, something positive & fresh, new & exciting. 17 is about taking self esteem and self expression back, and let's face it - we ain't going to be doing that in a kick-leg elastic waist jean or printed chiffon mu-mus.