Aam the Label: Designing for Real Bodies, Building a Global Brand
Neha Samdaria launched Aam the Label to solve a problem she knew all too well: as a woman with fuller hips and thighs, finding pants that fit was a lifelong struggle. “I used to think my body was the problem,” she recalls. “I would size up and get everything tailored, or had to try other bandaid solutions.”
But a trip to Rwanda in 2017 sparked a realization that changed everything. While shopping there, Neha found clothes that fit perfectly right off the rack. “The shop owners told me they threw out the U.S. size charts because they didn’t work for the women in their country. That planted a seed.” Years later, she discovered the root of the issue: today’s size charts are still based on standards established in the 1930s. Those standards were based on a study that was deeply flawed for several reasons. Notably, the published data completely excluded measurements for women of color, who, like Neha, often have curvier body types.
That insight inspired Neha to start building out her concept in 2020, with a mission to create beautifully made clothes for the 1 in 4 women with a “curvy bottom” body shape. She embarked on a journey of virtual closet tours, Zoom interviews, and focus groups. Neha became confident that there was a strong demand for the product she had in mind. What women wanted wasn’t complicated: just stylish clothes that actually fit.
After a year of doing market research and working on-the-ground to establish her supply chain, Neha officially launched Aam the Label in 2022. Every piece is ethically and sustainably made in certified factories using natural, sustainable fabrics. The response has been overwhelming: Aam the Label has been featured in Cosmopolitan, Forbes, and Buzzfeed for its products fit and quality. In 2024, the brand got accepted onto Nordstrom’s online sales platform. Suddenly, top-selling styles sold out within hours.
With this rapid growth came new challenges. As Aam the Label scaled overnight, keeping up with demand became a major stressor. “We were constantly selling out and struggling to replenish inventory,” Neha says. “It was physically and mentally draining.”
That’s when a friend introduced her to Main Street Launch. With funding from Main Street Launch, Neha received capital to purchase inventory, invest in marketing, and hire part-time help to support business growth.
“It gave me breathing room—not just financially, but emotionally,” she says. “As a solo entrepreneur, I was so busy replying to customer emails and ordering inventory that I lost sight of why I started the business in the first place. The loan allowed me to reconnect with my purpose.”
She adds that the experience with Main Street Launch was unexpectedly supportive. “It felt like a partnership. Adrian was patient and walked me through every step of the loan process. I’d never applied for a business loan before—it was completely different from a mortgage. But I always felt like the team was invested in my success.”
Now, Neha feels empowered and determined to grow Aam the Label into a $20 million company. She envisions major launches in the future, including a swimwear line and an international expansion. Eventually, she hopes to open Aam the Label’s own brick-and-mortar store.
“There are so many women who’ve had traumatic shopping experiences with clothes not fitting,” she says. “I want to change that.”