The athleisure industry has been redesigned with a more inclusive approach, shifting the new wardrobe staples from a product to lose weight to one that helps people of every size embrace a healthier, more balanced lifestyle. One of these body-positive brands is FIT.CO – a homegrown label focused on empowering their community of women by redefining what it means to be fit in today’s world.
Bella Mobijohn, the founder, designs fitness products for the modern woman – or in her fabulous words, ‘babes with busy schedules’. Through comfortable activewear that allows them to feel their best everyday, and effective exercise equipment to elevate their daily workouts, FIT.CO doesn’t disrupt busy lives, but instead integrates activity with self-love and confidence into fast-paced lifestyles.
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How would you describe the FIT.CO community?
We’re all each other’s workout buddies! Our FITbabes are strong, confident, empowering and tenacious!
What are your bestsellers?
The FITbox – it is equipped with 14 high-quality, light-weight, durable and travel-friendly fitness essentials to help burn belly fat, tone, sculpt and strengthen the body. You can also curate your own as it is Malaysia’s first customisable fitness box!
What sets your activewear apart from the rest?
Made to empower and help women feel their best everyday, we believe that being confident in an outfit can make you feel good and perform better. What sets our athleisure apart from the rest is definitely its affordability, design and quality! We offer unique designs and colours for matching top and bottom sets, that are made with breathable fabric and following a unique colour palette.
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The top 3 things your brand values the most are:
Our brand is a platform where women can get inspired to stay fit and healthy, regardless of their busy schedules and whatnot. It’s more about preparing yourself to be more active and physically strong. Here at FIT.CO, we are also making sure that we are doing our part to be a more environmentally conscious brand – we have made sure that our product materials and packaging are as environmentally-friendly as possible. A number of our products are handmade right here in Malaysia by talented local artisans, in order to lessen the negative environmental impacts while still being able to create quality products at an affordable price. Everything we create under the FIT.CO brand is made to help boss babes reach their fitness goals while still keeping it in line with our own goals
As a brand that promotes body positivity, how do you choose your models and influencers?
We believe that “you are more than a body”, hence the diversity seen in our models. Whether you’re petite or plump, short or tall, fair or dark, young or old, all are welcome to be part of our campaign shoots! Most of the time we get DMs or emails stating that they would love to be part of our future shoots.
What does self-love mean to you as a brand?
Self-love is something that must be allowed rather than something that must be taught. In essence, self-love is all about knowing yourself, and loving whatever it is that makes you uniquely you. As a brand, we encourage our community to express their genuine selves, values and uniqueness.
As consumers grow more aware of the harm caused by fast fashion, it’s been refreshing to see sustainability rise as a trend. But wait, what exactly is sustainable fashion?
Sustainable fashion uses materials that are carefully sourced and produced with the environment in mind. It’s also known as ethical fashion as it ensures safe and fair working conditions for their employees. In some cases, sustainable fashion can also refer to thrifting and repurposing – this involves upcycling old clothes and turning them into completely new pieces of clothing!
We’ve been seeing more and more local brands commit to making a difference, and they look good while they’re at it. Here are 6 local sustainable fashion brands you can support:
Terrae, which means ‘Earth’ in Latin and Italian, is a sustainable activewear brand that focuses on being both durable and timeless.
Their clothes are made from a material called ECONYL, which is regenerated nylon derived from discarded fishing nets, and fabric scraps that would otherwise end up in landfills. This virgin nylon alternative has great recovery power, so you don’t need to sweat about its performance! Even their packaging is produced from recyclable and biodegradable materials.
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Holly @thekittyluxe looks amazing in Vida Top & Bottom #ozeromuses #vidaozero #ozeroswimwear #ozerobrand • • • • • #lemon #sustainablefashion #sustainableliving #sustainableswimwear #swimwearmalaysia #swimwearkl #swimwearkualalumpur #swimwearsg #swimwearsingapore #swimwearhongkong #swimwearhk #swimwearshanghai #swimweargeneva #swimwearlondon #swimwearparis #zalora #zaloramy #zalorasg #zalorataiwan
Inspired by the Russian word ‘озеро’, which means ‘lake’ in English, Ozero stays true to its creative name with each swimwear design being named after lakes.
By using ECONYL, their fabulous pieces are made from rescued plastic waste, such as fishing nets and industrial plastic, and offer everything you look for in good swimwear – like great shape retention, chlorine and suntan cream resistance, and excellent UV protection!
Batik lovers, this one’s for you.
Dona Plant Base is a sustainable brand that strongly believes in ethical practices and giving back to the community. Their beautiful batik pieces are made by artisans in Bali and therefore, each piece is completely unique and made in limited quantities – like a work of art.
They use natural dyes from locally grown plants, upcycled textiles, organic sustainable materials, as well as plastic-free packaging. Dona Plant Base offers the most gorgeous tops, dresses, bags, face masks and more!
Fast fingers are needed to get a Ghostboy piece since their tops are always sold out within minutes!
Founded by David and Cyii Cheng, Ghostboy Club is known for its distinctive one-of-a-kind pieces that can be spotted from a mile away. Each item is uniquely designed and handmade with used clothing sourced from thrift stores and donations. The end product is an eccentric piece of art that’s attracted their cult following.
Lazii Vintage is a sustainable brand that turns the oversized ‘dad shirt’ into all-the-rage goodness!
They rework and upcycle vintage sweatshirts and other clothing to increase the lifespan of each item. Their pieces are carefully curated and uniquely reworked by hand with no two pieces alike. Lazii also extends its sustainability efforts to the packaging by using eco-friendly and recycled materials.
Lemon by ACK is a slow fashion label that uses ethically sourced fabrics and materials such as 100% organic cotton to create eye-catching apparel and accessories.
Their beautiful tops, bags and swimwear are manufactured at a local sewing facility run by the non-profit organization, Life 2 Life El Shaddai, which focuses on fostering life-long skills and knowledge to displaced individuals.
Feed two birds with one seed and shop from these sustainable brands – you’ll be saving the Earth, ensuring fair practices and supporting small businesses!