When I set about creating my brand, I started by asking my potential customers, “what is your biggest pain point when it comes to buying clothes? What’s never quite right for you?”. What I found was there were some common themes that all came down to the fit of clothes on different body shapes. Whoever came up with this “one size fits all” thing is seriously deluded.

And so, Blue Sky Day the Label was born, with the aim of catering for all sorts of body shapes, you know, those things that make us all unique. The good bits.