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One Size Does Not Fit All: Custom Fit With Kit

Business

Merin Guthrie is a girl's girl. Raised to be strong and independent, she grew up in a family filled with unapologetically opinionated, self-assured women, including three grandmothers and her mother. From age 12 she attended an all-female boarding school where she formed incredible relationships, and was never hindered by the world of “man.”


Upon entering the real world for college, Guthrie was wondering, “Why aren’t more people focused on women, and what women need, and empowering women?”

Having such an absence of men for the better part of her young life was incredibly influential for Guthrie. It's not that she thought of men as the bad guys, she just didn’t see herself in the context of a man at all. To illustrate her point, Guthrie brought up the point that Katie Ledecky in the 2016 Olympics was always referred to as the “female Michael Phelps,” but never as her own superior self as an athlete.

Merin Guthrie, Founder and CEO of Kit.

Photo Credit: Samira Bouaou

Along with this problem, Guthrie also became aware of how poorly women’s clothes are made these days. She started wearing her grandmothers’ old vintage dresses that still had amazing quality and fit her so much better than anything she could buy at a store. Guthrie’s own boss couldn’t see how well she performed at a meeting because she was so uncomfortable in her clothes and believed that everyone in the meeting was focused on how poorly they fit.

When it comes to women's clothing, fit is a huge problem. In fact, industry wide--60% of all women’s wear designers are men. How can they possibly be expected to know what will fit us?

Guthrie eventually moved to Texas with her husband where she had a lot of free time on her hands. She was asked to make bridesmaids dresses for an old friend who was getting married, and after working with each individual woman to make her bridesmaids dress what she wanted, Guthrie realized she wanted to try and solve this industry wide problem of fit.

One thing was for sure, Guthrie wanted to focus on women and women alone. She based her line on the needs of her female customer service manager, also is a mom with two kids under the age of three. While Guthrie is absolutely not opposed to men, she believes a woman in the customer service job is a much better fit than a man. To wit, a man can’t answer questions about what dress is right for breastfeeding, and how a bust size should fit. The customer service has to fit the demographics, which is what helps make this company so innovative and inspiring.

According to Guthrie, the reason women’s clothes don’t fit well is that patterns are made two-dimensionally, but women have three-dimensional bodies. To address this issue, Guthrie had a long conversation with a pattern maker who made clothes yet still couldn’t find anything that fits. They agreed that they had to throw out the idea of a one-size-fits-all sizing system; it just doesn’t work. Instead of sizing, the company gets information about people’s bodies to make the clothes specifically fit that person.

All Kit clothes are all made after the point of purchase, and because the manufacturing is in-house, the company's seamstresses work with customer service to make everything customizable. Customers who have dealt with one of the workers before will just email whoever they’ve worked with instead of going back to the website; there’s a relationship built there. Furthermore, the company welcomes and evolves with customer feedback.

The reason behind Kit's success, to be sure, is Guthrie's focus on her consumer, rather than on scaling quickly for a quick buck. Instead, she’s focused on keeping the customers happy and producing quality products.

Guthrie (left) and a friend.

Photo Credit: Courtesy of Kit

“We wanted customer service to be like having a really stylish good friend.”

By getting clothing through Kit, customers are guaranteed a one-of-a-kind service experience along with quality items that actually fit. Although Guthrie came from a background that didn’t include fashion, she was able to think outside the box, and inspire an entire industry by introducing a clothing line that women didn't even know they needed.

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Career

It’s Not A Competition; It’s A Climb. So Stop Fighting Other Women To Get Ahead

Working Girl, 1988. It's a beloved little comedy centering on Tess McGill (Melanie Griffith), new to the cutthroat business world and secretary to Katharine Parker (Sigourney Weaver). When Katherine steals a tip from Tess to further ascend the corporate ladder, Tess "borrows" Katherine's identity to regain what is rightfully hers. The movie closes with Tess winning the showdown while a scorned Katherine fades into irrelevance with her tail between her legs. Oh, and Tess also manages to steal Katherine's boyfriend along the way. It is a heartwarming tale about two women battling for a seat at the boys' table that just so happens to be written by a man.


Pop culture, literature and real-world anecdotes have been telling us for decades that women are in competition with one another. The mythos surrounding Corporate America says that everything is dog eat dog, which often translates to woman versus woman. This, unfortunately, is not entirely untrue and is likely due to the fact there are so few seats available at the countless tables where women rightfully belong but are conspicuously absent from. It's a grueling climb to the top, and it seems like every woman for herself along the way. As of this year, women hold 6.6% of Fortune 500 CEO roles. That does not occur by happenstance; it is systemic. But we at VIPER want to have a hand in changing this.

VIPER is an all-female nightlife team in Los Angeles. We're no strangers to the occasionally nuanced, but more often blatant, patriarchal paradigms of working in a world that was built for men. Because of this, we understand and embrace the idea of collective evolution: leaving doors open for women wherever we can. From the beginning, we knew that we wanted our company's principles and culture to be unmistakably female-focused; it has never been a gimmick for us. As Co-CEOs and founders of VIPER (born under our parent company KCH Group), not only do we look to leave doors of opportunities open, we also work to empower the individuals who will eventually walk through them. While we are highly selective of who we employ, the number one characteristic we search for in a potential VIPER Girl is enthusiasm. There is so much room for growth, independence and creativity in our company; we seek out the people who will be inspired by the environment we strive to cultivate. This is why we never want our VIPER Girls to feel they've been simply "hired." We want them to feel brought into the fold.

We know firsthand that it is entirely possible for a woman to carve out a path for herself without the help of women in positions of power. We also know that it is entirely unnecessary. There is no hesitation on our end to lift other women up, nor should there be from any other females in high places. There is a huge danger in fanning the flames of resentment and competition. Every day, our bodies, our livelihoods and even our rights are threatened by middle-aged men in power. Furthermore, our victories are ridiculed and consistently opposed by those exact men who are maintaining a status quo that exists to hold all others back. We cannot keep putting up with relentless discriminatory restrictions placed on us in retaliation to our brave steps forward. We need to take back the standards and redefine them for ourselves, together. We don't require assistance from men in setting the bar. We set the bar higher than they could ever hope to. We want to prove, through positive influence, that professional growth and economic independence is possible for women and we want to show that it isn't without sacrifice or mistakes. Since day one, we've chosen to be transparent about our flaws as leaders. Our VIPER Girls have seen us stand up for ourselves and soar. They've also seen us fumble and deal with the fallout. In order for us to evolve together, we need to show one another that we don't have to be perfect to build a beautiful world. If the world were perfect, it would never be beautiful.

This is what we've always believed in... And maybe that's how we were always able to believe in ourselves. We started our company in our early twenties with only fifteen hundred dollars. In the last three years we have dominated the nightlife industry and gained clientele that is unmatched. We understand, now more than ever, the impact women are capable of if we support and provide agency for each other. If we can thrive in the male-dominated business environment, we can certainly work to fix it. We will expand our reach and bring insurmountable change. Our futures can be reimagined and renegotiated. We can do it, together. We must.