Adam previously ran a multi-million pound inclusive fashion brand and built a platform that changed how fashion connected with its audience. It was there he met Jess, a plus-size influencer who had spent nearly a decade building a loyal community that trusted her voice, her style, and her honesty.

Together, they created collections that truly resonated, because for once, the clothes weren’t just designed for plus-size women, they were designed with them. Jess brought real lived experience into the design room, and her community felt it. Every piece reflected what they had been asking for, better fit, better style, and clothing that actually understood their bodies.

In 2024, Adam left his previous company. Then in 2025, Jess’s journey with the brand also came to an unexpected end, leaving behind a swimwear collection she had already created, but that would never be released. It could have ended there. But it didn’t.

Rather than let it disappear, Adam and Jess came together. Backing themselves, and with the help of friends and family, they recovered the stock and launched Project Swim, a one-off collection for the community that had been waiting for it.

The response was everything and it highlighted just how much had been missing. What they saw wasn’t excess demand, but a clear gap: plus-size women still weren’t being given the choice, quality, or consideration they deserved. So they reinvested everything. And that’s where Deserve begins.

This isn’t just another brand. It’s a commitment. To better fit. To considered design. To trend-led pieces that don’t compromise. And most importantly, to giving the plus-size community a voice at the table - not as an afterthought, but from the very start.

Because fashion should never feel like it’s leaving you behind. And we’re here to make sure it doesn’t.