Azur Fit `elevates' activewear for women
The idea that an activewear brand would be designed with the purpose of getting people moving seems like a perfect fit.
Azur Fit founder Erin Ward-williams wanted to take it a step further by elevating the offering with matching pieces that could take women from spin class to errands — and beyond. The Toronto-headquartered company offers sports bras, leggings, bikinis and more, available in an array of Instagram-worthy hues.
We recently caught up with Ward-williams to learn more:
Q What is Azur Fit?
A Azur Fit is a Canadian-born elevated activewear brand that offers premium-quality essentials for the modern-day woman. I launched Azur Fit based on the philosophy of `elevating activewear for women who want to feel confident in clothes that complement the female form.' A reflection of their passion for fitness and fashion. Q What makes it unique?
A The brand is really focused on creating pieces for women, by women — products that not only last long, but can be worn on repeat in all sorts of ways. Our activewear is first and foremost made with functionality in mind. Our leggings have no front seam to maximize comfort, the athletic fabrics have anti-pilling technology, they are pet-hair and sweat resistant and are squat-proof.
We are also a brand that focuses on inclusivity and diversity, offering sizes from XS to 3XL, which is typically hard to find in the market. All of our models are real women of all shapes and sizes.
Q Who is the target customer? A Our target customer is women of any and all ages, sizes, body types who enjoy an active lifestyle. Our customers want durable, comfortable and flattering athletic clothes to wear daily whether they are going to their Pilates class, to the farmers market or want to feel extra stylish yet comfy. Q Where are the products designs/made?
A They are designed in Toronto and manufactured by our partners in China.
Q Is there a `hero' product?
A Definitely our leggings. They are buttery soft, squat-proof, high-waisted and wash like a dream.
Q What is the price range?
A Products range from $46 to $74.
Q Where can people check them out?
A Azurfit.com. aharris@postmedia.com