Arizona Tribune - Petite, but Not an Afterthought: This New Brand is Listening to Short Women

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Petite, but Not an Afterthought: This New Brand is Listening to Short Women - and Designing for Them

BOULEVARD 06.08.2025

Contemporary, convertible styles created for women 5'4" and under are challenging outdated
norms and inviting a new standard of fit, function, and style.

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LOS ANGELES, CALIFORNIA / ACCESS Newswire / August 6, 2025 / In an industry that has long forced short women to either drown in standard sizes, shop in the kids' section, or become best friends with their tailor, East On Rodeo is flipping the script - one community-led design at a time.

EAST ON RODEO SUMMER SET
Red Nylon Summer Set - EAST ON RODEO

East On Rodeo - pronounced Ro-dee-oh, after Rodeo Rd, a former street in LA's Baldwin Hills - is a petite-focused fashion brand rooted in Los Angeles. The name nods to a time and place that shaped founder Jessica White and continues to inform the spirit and perspective of the brand.

That perspective includes redefining what it means to design for petite women. With convertible silhouettes and a focused design point of view, the brand creates contemporary, multifunctional garments for women 5'4" and under - helping them get more from what they wear while pushing back on outdated norms around petite style.

"Our short woman community has a say in what we develop, and they are telling us directly what they want and what's missing," says White. "We've started designing with them, not just for them."

Think: a cargo pant that transforms into shorts for summer, or a hero shirtdress that converts into four separate pieces - one modular style with endless styling potential, all proportioned intentionally for women 5'4" and under.

Despite making up nearly half of U.S. women, petite shoppers are often overlooked by mainstream fashion retailers - a gap East On Rodeo is committed to closing. After years working in customer strategy, White recognized the same disconnect in dressing rooms that she had seen in boardrooms: a failure to deliver what customers were asking for.

East On Rodeo launched with that disconnect in mind. From its Short Girl Survey to its "Short &"community storytelling series, the brand's collections are built with real input from women who are often left out of the fashion conversation.

As industry leaders look to underserved markets as the next engines of growth (McKinsey & Company, State of Fashion 2025), East On Rodeo is already building from the ground up - listening to the voices that fashion has historically ignored and designing with them in mind. The brand was featured in a Nordstrom pop-up spotlighting emerging designers, selected for the 2025 cohort of The Workshop at Macy's, and recently participated in the Fashion Futures LA Pop-Up - an event hosted by Rupal Banerjee, founder of Ru by Rupal, and Ila B. Corcoran, founder of Sengo, a financial platform bridging underrepresented founders and investors.

ABOUT EAST ON RODEO
East On Rodeo is a contemporary fashion brand for women 5'4" and under. Rooted in convertible design and community-first development, the brand creates modern, multi-functional styles that prioritize fit, freedom, and creative self-expression. Founded in Los Angeles by Jessica White, East On Rodeo invites short women to take up space - on their own terms.

WHERE TO FIND EAST ON RODEO
Press Kit - https://eastonrodeo.com/pages/east-on-rodeo-press-kit
Website: www.eastonrodeo.com
Instagram & TikTok: @eastonrodeo
Wholesale: eastonrodeo.com/pages/wholesale

Contact Information

Jade Skyes
Sales & Outreach
[email protected]

SOURCE: EAST ON RODEO

View the original press release on ACCESS Newswire

A.Williams--AT