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A Y T T ZINE IS S U E 1


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# ( D E T R A T S E W Y

“With Taller Than Your Average, I want to empower tall girls to step out into the light, stand tall and be one with who they are,” says Irene Agbontaen, founder of Taller Than Your Average. At 5ft 11 Irene knows first-hand about the style struggles of tall women, with sleeves just skimming wrists, pants and leggings hovering above ankles, and dresses cut way too short for comfort. For Irene, enough was enough; she wanted practical, staple pieces that fitted perfectly. So, she made them. Launched online in June 2013, Taller Than Your Average goes back to basics with key jersey pieces and wardrobe essentials designed specifically for girls standing 5ft 9 or taller. Think bodysuits and crop tops designed for taller bodies, midi dresses cut to the perfect length for longer legs and slinky, floor-skimming maxis. By placing the focus on simple, high-quality pieces, TTYA provides tall girls with the foundation of effortless style – but it’s not just about clothes. TTYA aims to encourage girls to stand tall, embrace their height and become style conscious. “Well-fitting clothes make you look and feel good,” says Irene. “TTYA is not just about clothes - it’s a lifestyle.”


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Photo by: @WUYUE5

“Taller Than Your Average­—aka TTYA—is the go-to label for ultracool jersey basics and wardrobe staples for tall women.”

– LOOK Magazine

“Apart from the clothes… the main thing we love about this collection is TTYA’s founder Irene Agbontaen, who is super passionate about the brand and the message behind it.”

– Company Magazine

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ABOUT IRENE

Irene Agbontaen, founder of Taller Than Your Average, infuses her love of fashion with her passion for wellbeing. Having started out as a stylist Irene has worked on campaigns and shoots with clients such as ASOS, Sony Music, Universal, Nike and Vans. She has also been featured in The WAH Nails Book of Nail Art, a publication by the hugely popular London nail-art salon and movement WAH Nails. Outside of fashion, Irene is part of the Run Dem Crew, a creative community running group that promotes not only wellbeing, but ideas exchange, art and supporting the next generation. Like many great ideas, TTYA was born of necessity; it was Irene’s busy lifestyle, and her own experiences as a tall woman with a love of fashion, that inspired her to create the brand. “Brands were catering to women of ‘average’ height and the variety of clothing available for tall women was scarce, and either lacked style or was over designed. I particularly love jersey basics - they are the foundation to any wardrobe - yet I could never find a long sleeved fitted top. So, I made my own.”


THE JOURNEY SO FAR SELFRIDGES In June 2014 and just a month after launching online, TTYA brought tall fashion basics to the shelves of the luxury retailer Selfridges. Found on London’s famous Oxford Street, the busiest shopping street in Europe, Selfridges is one of the biggest stores in the UK and is recognised as being among the best department stores in the world. To celebrate the launch, TTYA brought a party atmosphere to the W London Hotel, with DJ sets, nail art by WAH Nails and drinks by Stoli. On the 14th of September TTYA hosted the in store ‘Stand Tall’ event. Held in the Denim Studio of Selfridges where the range is stocked, the event showcased bespoke pieces curated by handpicked designers including Fred Butler, Martine Rose and Margot Bowman, while customers were treated to nail art by WAH Nails and an exclusive DJ set.


LAUR A (@AL LTHETALLTH INGS) , IRENE AND MARS HA (@LO NDON TALLG IRL)

T H E “ WO R K

IT ” G IR L S VV BROW N


TTYA LON GER BODY TAN K $40

Since launching just under a year ago the TTYA brand has only gone from strength to strength, and the opportunity to set up in the US is another big step in the TTYA journey. That our first US stockist will be Barneys, however, is absolutely huge. As one of the most famous luxury department stores in the world, and home to prestigious brands such as Saint Laurent Paris, Burberry and Thom Browne, Barneys will be an amazing place for TTYA to begin reaching tall women in the US. TTYA will be the first label stocked at Barneys that’s exclusively designed for taller women. “I’m so pleased to have TTYA launching in Barneys. It’s an incredible feeling to know the brand will be accessible to so many more tall women across the world.” – Irene

T T YA L /S T U B E

D R E S S $ 70

NEW YORK


LONDON

TTYA L/S HE NL EY $6 0 TTYA STA PLE WH ITE TEE $4 5

T T YA L /S C R E W

TO P $ 5 5

TTYA VEST DRE SS $85 T T YA L /S M A X I

D R E S S $ 10 0

T T YA L /S B O DY

S U IT $ 6 0


THE JOURNEY CONT. ASOS After clinching a spot on the shelves of one of London’s most famous department stores, TTYA moved on to the UK’s biggest online fashion retailer. February 2014 saw TTYA hit ASOS.com, a multiple awardwinning site that delivers to over 200 countries and stocks more than 850 brands. After marking the partnership with a swanky launch party at the London Edition Hotel, held in collaboration with M&P Models, TTYA became the first range on ASOS to cater exclusively for taller women. After beginning with a selection of twelve jersey pieces, the brand proved hugely popular; several lines sold out in just the first week. “Taller Than Your Average is about to make girls over 5ft 9in everywhere very, very psyched…The specialist label only launched last year, but has already acquired a cool clique of celebrity worshippers including Wah Nails founder Sharmadean Reid and singer Aluna George.” – ASOS.com


CHAR LET DUBO C

SINGE R DELIL AH AND IRENE

ASOS COLLE CTION

MODE LS NIENK E, ROSE , JADA WITH IRENE


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Name: Zainab Jama Age: 27 Occupation: Journalist “As a kid, being taller than the r boys was always funny - they neve knew how to handle it.”

Name: E m Age: 19 ma Occupat ion “I was ra : Student ised to st and be afraid to own m straight and n ot y height. ”

Name: Abuk Joseph Age: 26 or/ Occupation: Events Coordinat Youth Mentor the “I always say being tall separates man men from the boys; only a real wouldn’t be intimidated by your height!”

Name: C amilla F ernandez Age: 27 Occupat ion: Mak eup Artis “Being ta t ll That’s w and sexy is a big hat I love d about T eal. bought it TYA – I all!”

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Name: Poppy Chance llor Age: 25 Occupation: Illustrator “I love never having to stand on my tip toes.”

Name: S afi Age: 26 a El Dabi “No girl sh black dre ould be without ss and h a killer igh heels .”


STAND TALL CAMPAIGN

We shot a campaign with real tall women all doing interesting creative projects— more to show that not all tall women are models or play basketball. Featured on i-D. Photography- Tyrone Lebon.

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Name: P atricia W illiams Age: 27 Occupat ion: Styli st, Costu Designer me an “Being ta d Lecturer ll is grea t; I think you more people ta seriously. ke ”

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Name: Jane t Adyeri Age: 26 Occupation: V “I love bein ibes Ambassador g ve For me, that rsatile with my style. ’s what I lo ve about fashion.”

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Name: Bian ca Acca Age: 31 Occupation: Director of Music and Talent MT V In “Growing in ternational to my teen s I became confident en ou and stand ta gh to stop slouching ller.”

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TTYA Zine Issue 1