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.