Denim brand ditches traditional sizing and replaces them with FLOWERS

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Denim brand ditches ‘outdated’ traditional sizing and replaces it with FLOWER names because women ‘shouldn’t be labelled by numbers’

  • Denim brand ditched traditional sizing and replaced numbers for flowers 
  • The Aussie brand believes that a woman’s body should not be numbered
  • Peachay designs their jeans for women with pear and hourglass body shapes
  • The brand was founded back in 2018 by 26-year-old Bella Sen  

By Amelia Roach For Daily Mail Australia

Published: | Updated:


A fashion brand known for its super-flattering denim collections has ditched traditional sizing and replaced numbers with flowers names like ‘sunflower’ and ‘tulip’.  

Peachay, a Melbourne-based brand, cater for women with ‘smaller waists, thicker thighs and bigger bums’ and took their inclusivity to the next level with the bold move. 

Now, customers can look up the measurements for each flower name on the website and see which combination best suits their own figure. 

‘At Peachay we strongly believe that the sizing standards are outdated and are not conducive to body acceptance,’ the brand said.

Denim label Peachay has swapped out sizes like small and large and replaced them with flowers because they don’t believe a woman’s body should be labelled by numbers

Brand founder, Bella Sen, [pictured]  from Sydney, is a proud 26-year-old Wiradjuri and Kamillaroi women that started up the label back in 2018

Brand founder, Bella Sen, [pictured]  from Sydney, is a proud 26-year-old Wiradjuri and Kamillaroi women that started up the label back in 2018

Brand founder, Bella Sen, from Sydney, is a 26-year-old Wiradjuri and Kamillaroi women that started up the label back in 2018.

She was inspired to do so when she put on a pair of pants and the stitching in the middle of her bum split.      

Bella found shopping for her body type became a nightmare and when she felt she had no brand to turn to for jeans she decided to create her own. 

‘Women think that because they don’t ‘fit’ into ‘standard sized’ clothing that there must be something wrong with their body shape – When, it’s actually the opposite,’ founder Bella Sen said. 

‘It’s the clothing that is wrong because they’re made with a cookie cutter approach expecting that one size style should fit all,’ she said.

Peachay designs all of their jeans on women with pear and hourglass body shapes

The Aussie denim brand proudly replaced number with flowers as they believe a woman’s body should never represent a number

Peachay denim flower guide:  

  • Sunflower: Size 6 waist and size 8/10 bum
  • Tulip: Size 8 waist and size 10/12 bum
  • Daisy: Size 10 waist and size 12/14 bum
  • Rose: Size 12 waist and size 14/16 bum
  • Lily: Size 14 waist and size 16/18 bum 
  • Lavender: Size 16 waist and size 18/20 bum
  • Peony: Size 18 waist and size 20/24 bum 

Jeans retail for: $239.00

Shorts retail for $179.95

Skirts retail for $179.95 

Today her brand is a success with more than 17,000 followers and jeans that are rocked by many Aussies and celebs like Clementine Ford and Abbie Chatfield

Today her brand is a success with more than 17,000 followers and jeans that are rocked by many Aussies and celebs like Clementine Ford and Abbie Chatfield 

Today her brand is a success with more than 17,000 followers and jeans that are rocked by many Aussies and celebs like Clementine Ford and Abbie Chatfield. 

‘I love Peachay jeans so much! They are such a perfect fit, no waist gap and such a flattering style on everyone! I can’t recommend these enough,’ a customer said. 

The brand endeavours to make a positive impact on the Australian fashion industry and empower women to use the flower guide to find jeans they truly feel good in.