why.
Our mission is clear: disrupt the fitness industry. Bring the attention away from the “end result” and focus on creating high-quality, comfortable and inspiring clothing to people who are on the journey to success.
We create for those who have one more set. Who’ve decided today that they’re going to change their life. Those who’ve lost motivation because they weren’t seeing results that matched the level of effort they were putting in. We bring comfort to those who are walking into their gym for the first time. We give confidence to those who are trying something new.
Discomfort is crucial to growth, so let’s overstep our comfort zones. It doesn’t matter what point you are at in your fitness journey: it matters how hard you’re pushing to keep growing. Thanks to all of the fitness advertising out there, we’ve seen what we “should” look like—now let’s show them what matters.