What began as a simple solution to a personal frustration has blossomed into a major activewear brand celebrated by celebrities and fitness enthusiasts alike. The founder’s journey started not in a corporate boardroom, but in a college dorm, driven by a need for a yoga bag that was both functional and stylish.
“I couldn’t find anything that worked and looked good, so I made my own,” the founder recalls. That homemade bag sparked immediate interest from fellow students, planting the seed for a future business. This grassroots beginning was paralleled by the accidental growth of a massive online community, built through free workout videos shared online. It was the direct requests from this community for branded gear that ultimately led to the official launch of the apparel line in 2016.
The brand’s philosophy stands in direct opposition to industry norms. “We don’t follow trend reports or have investors dictating our choices,” the founder states. “Our community is our boss.” This approach means every product is born from solving a real problem, often inspired by the founder’s own experience as a long-time fitness instructor. From addressing common design flaws in leggings to incorporating highly requested features, each piece is intended to have a clear purpose.
This dedication to problem-solving has fueled remarkable growth and unexpected recognition. The brand recently gained international attention when a global music superstar wore several of its pieces in a major music video, a moment the founder describes as “surreal.” For a company that operates without a traditional marketing budget, such organic endorsement was a stunning validation.
The product lineup now includes items that have become viral sensations in their own right, like a signature skort, a unique hoodie, and versatile leggings. The founder’s current personal favorite is a corset-style jacket, designed specifically for Pilates, which combines a flattering fit with practical details like thumbholes and watch openings.
Looking ahead, the company is poised for further expansion. While staying true to its core mission of merging fashion with function, it is venturing into new categories like swimwear and maternity wear. The founder teases an upcoming project focused on reimagining a classic, traditionally rigid garment into the “stretchiest, comfiest version ever.”
The long-term vision is ambitious: to become the premier global brand for well-fitting women’s clothing, all while continuing to innovate at the intersection of style and utility. It’s a dream that started with a single yoga bag and a community that asked for more.
