Product details

In 2016, three childhood friends in India started 'Tailor & Circus', an innerwear company offering high-quality, soft, and comfortable innerwear that aimed to be inclusive and body-positive. The innerwear was available in solid colors and prints, and the sizes ranged from XS to 5XL. They were made using sustainable fabric, priced the same for all sizes, and featured people of all sizes, shapes, weights, and skin tones wearing their brand. This wasn't an easy call, as they were challenging the industry norm of what innerwear models looked like. From getting funding to getting ad agencies and models to getting repulsive comments on their social media posts, the founders faced many hurdles but persisted. A group supporting Tailor & Circus grew, and members from LGBTQ also came forward to participate in the inclusive brand campaign. And then, in one campaign, the brand focused on the product and cropped the model's face. The transgender model who wanted to assert and celebrate their identity was offended and accused the founders of 'not living up to their inclusive philosophy'. Others from the community and followers of the brand joined the dialogue, and the backlash started. Even though the backlash came from a small group, and the situation was manageable, the founders were reflective about their own stand on inclusion and wondered how they goofed up so badly and how they should stay on the path in the future.