This isn’t a new concept. “For plus folks, you say made-to-order, we think of eShakti,” Denee says, referring to the New York- and India-based clothing company that’s been allowing women sizes 0 to 36 to customize their clothing based on size and style since it opened for online business in 2001. (EShakti’s offices are in New York, while fulfillment and operations are based in India.) “Our intention from the beginning has been to make clothes for real women and be as inclusive as possible,” Sudeep Kashyap, the CMO of eShakti, tells Refinery29. Though never positioned specifically toward plus-size women — the company’s focus is on all underserved markets, including plus-size, petite, and tall consumers — its impressive size range and dedication to fit made it ripe for popularity on plus-size social media sites and blogs. That, and they provide something that Denee and other plus-size women have always longed for: the ability to choose their own style, rather than make do with what’s available. “We focus on delivering what the customer wants instead of trying to impose our aesthetics or preferences on them,” says Kashyap.