--- title: "Wearing Plus Size With Confidence: Why Women Over 40 Love Eco-friendly Activewear" description: East Hills Casuals from Black founder Eon McKenzie redefines plus-size and petite fashion with inclusive fits, capsule-wardrobe edits and small-batch production author: Dr Marina Nani (Editor-in-Chief) date: 2025-09-19T16:42:19.000Z updated: 2026-02-26T22:05:38.798Z canonical: https://richwoman.co/article/wearing-plus-size-with-confidence-why-women-over-40-love-eco-friendly-activewear image: https://cdn.nanimediahouse.com/cjouvhwmdbm.jpg categories: Style content_type: Feature region: Pennsylvania publication: Rich Woman Magazine --- Eon McKenzie sits at her kitchen table in Monroeville, scrolling through endless online shops. The same story plays out every time – clothes that don’t fit, don’t flatter, don’t speak to her or her friends. The frustration builds with each disappointing page until finally, she closes her laptop and makes a decision that will change everything. That moment of exasperation became the spark for [East Hills Casuals](https://www.businessinsider.com/guides/style/best-plus-size-clothing), McKenzie’s answer to an industry that has consistently failed women like her. As a Black woman and founder, every choice behind her brand – from fabrics to fit to how the clothes are made – stems directly from her personal experience of never seeing herself reflected in high street fashion. ## It’s About Seeing Yourself McKenzie didn’t set out to start a fashion revolution. She simply wanted clothes that worked for her life, her body, her comfort. But that simple desire led her to confront a harsh reality about the fashion industry. ‘Major fashion retailers have consistently ignored the needs of plus-size women, especially those seeking stylish, high-quality clothing,’ McKenzie explains. Her words highlight a gap that goes beyond mere sizing – it’s about understanding that plus-size women, particularly petite plus-size women, have been an afterthought in fashion design for decades. The representation issue runs deeper than many realise. [Research from the University of Illinois](https://news.illinois.edu/black-womens-beauty-fashion-choices-intertwined-with-black-history-politics/) shows that Black women’s fashion choices are deeply tied to identity and empowerment, yet they face significant body and beauty policing. For McKenzie, creating East Hills Casuals became not just about filling a gap, but about creating a space where women could see themselves authentically represented – much like [other designers who champion authentic fashion](https://richwoman.co/article/the-woman-behind-the-brand-that-believed-in-tomorrow-how-a-turkish-designer-re-imagined-the-f) with community focus and body diversity. ## Beyond a Number on a Label East Hills Casuals approaches size inclusivity differently than the typical high street approach. Instead of simply extending sizes up a numerical scale, McKenzie focuses specifically on [stylish clothes for curvy women](https://www.whowhatwear.com/best-brands-for-petite-plus-size-women) and plus-size fashion for petites – two segments that mainstream retailers consistently overlook. The attention to detail extends beyond sizing. McKenzie deliberately chose soft fabrics for sensitive skin, understanding that comfort isn’t a luxury – it’s essential. Her capsule wardrobe ideas for women over 40 aren’t about trends or seasonal must-haves, but about creating a foundation of pieces that work together, season after season. These choices weren’t random decisions. They came from McKenzie’s recognition that many women, particularly as they age, want clothes that feel as good as they look. [Sustainable fashion brands](https://theveneka.com/blogs/capsule-wardrobe-magazine/10-sustainable-ethical-capsule-wardrobe-brands-to-love) focusing on capsule wardrobes have gained traction precisely because they offer this combination of style and practicality that mainstream fashion often misses. ## Clothes That Feel Good to Wear – Not Just to Look At Walk into most high street stores, and you’ll find clothes designed primarily for visual impact. McKenzie took a different approach, prioritising the tactile experience. Her pieces are breathable, soft and easy to move in – designed for real women living real lives, not just posing for photos. The everyday outfits in her collection work whether you’re dropping kids at school, heading to a meeting or grabbing coffee with friends. It’s [minimalist fashion for women](https://goodonyou.eco/sustainable-fashion-over-40/) that doesn’t require a manual – clothes that simply work. The kind of [subtle touches that boost confidence](https://richwoman.co/article/tiny-tweaks-big-mood-three-fashion-touches-every-woman-deserves-to-try) in daily dressing. ## Changing the Fashion Shopping Experience McKenzie’s online store reflects the same thoughtfulness that goes into her designs. Rather than overwhelming customers with endless options, she curates collections that work together. The size guides cater to everyone, not just the industry standard sizes that leave so many women guessing. The commitment to small batch production and ethical manufacturing practices wasn’t just about following trends. For McKenzie, it represented a fundamental belief that fashion should be made responsibly, by people paid fairly, in quantities that don’t contribute to waste – part of the broader [sustainable fashion movement](https://richwoman.co/article/reselfridges-and-upcycling-a-sustainable-fashion-renaissance) that’s rewriting how we think about style. [Inclusive fashion brands](https://theluupe.com/blog/11-fashion-brands-doing-body-positivity-right) are increasingly recognising that true body positivity extends beyond size to include considerations of race, age and lifestyle. McKenzie’s approach embodies this broader understanding of what inclusive fashion can be. McKenzie’s belief runs deeper than fashion – she believes women deserve to feel good in what they wear. Not as a marketing line, but as a simple truth that should guide every design decision, every fabric choice, every fit consideration. Her journey from frustrated shopper to founder illustrates something powerful: when fashion finally reflects you, it changes not just what you wear, but how you feel. East Hills Casuals exists because McKenzie refused to accept that women like her should settle for ill-fitting clothes or compromise on style. ‘Our brand is here to change that by offering capsule wardrobe options for over 40, eco-friendly activewear for women and a wide range of affordable women’s clothing created in small batches to ensure quality and uniqueness,’ McKenzie explains. It’s a vision born from personal experience but designed to benefit all women who have felt invisible in fashion. Consumer research shows that fewer than half of women feel represented in fashion advertising. Brands like East Hills Casuals prove that when fashion is created by women who understand the real needs of their customers, everyone wins – whether that’s through [supporting emerging designers](https://richwoman.co/article/from-corporate-corridors-to-startup-support-how-rachel-erickson-is-making-apparel-a-little-le) or simply creating clothes that work for real women’s lives.