25 years in the making
before it was a trend
before "2000s athleisure" was something you'd scroll for, it was being created by our founders, Deanne and Summer
the founding members of Lululemon that built the pattern work, product testing and established the fit and feel that took activewear from niche to boom.
making way for an iconic era of apparel that made people want to move.
from the og legging to building communities
in between building staples like the OG legging, Dea and Summer bonded over 2 big things -
movement & community
leading to creating community spaces, most notably turf living in 2017.
a workout studio, a health-driven bistro, and a curated retail shop, all under one roof.
rooms filled. classes waitlisted. community was back, in a big way. studio goers had a new home.
but the uniform quietly changed along the way. things didn’t fit like they used to.
studio goers were showing up two or three times a day moving from mat pilates, reformer, weights to cardio and always staying for the hang after & their uniform didn't work the same.
class interrupted by adjustments. pilling, rolling, falling apart. hangouts cut short to run home to change.
dea & summer teamed up again.
leaning on their own studio instructors, the ones sweating through back-to-back classes every day, to know exactly what was missing.
the goal wasn't a new formula. it was returning to the fit and feel people had been missing all along, built for today's everyday studio movers.
turf active.
