Editorial by Melissa Antoinette Garza
As the old adage goes “there’s no such thing as bad publicity.” Jessica Issler, the owner and CEO of the small clothing store Dainty Hooligan, is definitely testing that theory. Issler was upset to see that a plus size employee of hers was advertising the clothing via the store’s Instagram account.
You see, Jessica only wants people who can fit into a size “small” to showcase her clothing. She feels so strongly in this sentiment that she sent out an email which really needs to be read to be believed. (See Below)
Now, I have been considered “plus size” since I was ten. I remember shopping at stores called 16 Plus and Sizes Unlimited, each time cringing as I had to enter these stores. Most chains became wiser over the years and branched out to include larger sizes.
Dainty Hooligan may not embrace plus sizes, but they do offer large clothing. The employee in question, Sherene Zarrabi, showcased many of the store’s items in a respectful and beautiful way. She would certainly entice more shoppers to give the store a shot. Most business owners would jump at the chance to broaden their demographic and have their employees work the merchandise in ways that entire ensembles are purchased rather than an item here and there.
Issler is not most business owners. When Zarrabi quit (and hopefully sues) Dainty Hooligan, Issler doubled down by saying that she would not apologize for the ‘unsaid fashion rule’ and went on to blame Zarrabi for making a hostile work environment claiming that Zarrabi was the one with both mental issues and body issues.
I sincerely doubt the backlash of all those now boycotting Dainty Hooligan is going to sway Issler. Maybe if Zarrabi finds a lawyer who will take the case, having to pony up some dough may teach Issler a thing or two about business.
Firstly, even though most of the clothing sold by Dainty Hooligan would not fit me, I spend roughly $3K to $5K a year on clothes for gifts and for charity alike. Many of my friends and family would wear the clothing sold there and during the winter, the husband and I like to go shopping for families in need. Dainty Hooligan is a store that will not get my money.
I am just one person but there’s many others, even those who fit into a size small that will not shop there because of the business practices and the owner’s pompous delusions of what “model material” signifies.
I wrote a piece like this a few years back directed at Abercrombie & Fitch. The difference is A&F is already a huge brand. It has the type of recognition that will make parents of 13 year olds spend $80.00 on a t-shirt. That said, even A&F eventually came around to offer larger sizes. Hell, Barbie is getting curves now. Yet in Issler’s tragic world view, she believes the only way people will shop and buy her items is if they are put on the thinnest women. Women like to see the way they will look in clothing and the average woman is not a size small. Issler is her own worst enemy. She is shutting out so much of her potential clientele and refusing to take blame.
So many children face bullying due to their size. So many people, females especially, face eating disorders, depression, suicidal tendencies, and self-harming because of the ideals that Issler holds so dear.
Rather than seeing the brand new day that is on the horizon, she is stuck in the past; and that’s the worst place for a fashion store to be. She’s over and she’s only 26. On the “About Us” page, Issler reveals that when she started Dainty Hooligan she was $40K in debt. She may want to start remembering what that feels like again, just in case her small store collapses because of her own stubborn stupidity.
