The 72-year-old founder challenging fashion’s invisibility problem
Women's Agenda Full Article
At a time of life when most people start easing into retirement, Lois Wake decided to launch a new business in her early 70s to support women who feel invisible.
Her business, Lois & Co, came to life after Lois watched the women around her struggle to find age-appropriate clothes that were also flattering and confidence-boosting to wear at milestone moments like weddings, celebrations and formal events.
With the cost-of-living pressure rising, Lois was also conscious that most women didn’t want to spend thousands on an outfit they would wear once.
Lois & Co is a dress hire business, helping women to find formal wear they can rent once and return.
“What surprised me most was how deeply emotional that decision became,” Lois tells Women’s Agenda.