MICHI was launched in 2010 by Michelle Watson from her NYC apartment. The brand’s main objective was to enhance and fuel female confidence and solving the unflattering and uncomfortable sportswear.
MICHI as a fashion-forward and aesthetic athletic wear became a pioneer in introducing figure-flattering mesh inserts, strappy sports bras, and sophisticated cut-outs. These signature details were inspired by the superheroines, 90s European designers, and nature.
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Brand Story :
MICHI blends elevated style with technical performance to create products of exceptional quality and ultimate versatility. We explore globally to source the most luxurious, durable, sustainable, and technical fabrics. We manufacture ethically while upholding our impeccable standards. Our products authentically blend flattering fit with ultimate comfort by smoothing waistlines, shaping curves, and offering support where needed.
We are in business to build strong women. We believe in being a source of inspiration and motivation to energize, uplift, and empower women to achieve greatness and the highest, most authentic expression of themselves.
Aesthetic excellence is at the core of everything we create. Thoughtful and timeless design with movement, comfort, and the female body in mind — waist-whittling waistbands, anti-muffin top waistbands, straps that don’t slide, waistbands that won’t ride down, unexpected details you wouldn’t expect to find in activewear, styles that make you feel strong and confident. Essentially, it’s all the things that you didn’t even know you needed. Now you can focus on channeling your inner superhero, the qualities of your favorite athlete or instructor, your alter ego — your best self.
Our beauty standard is a three-dimensional female body complete with curves, muscle, and battle scars. We design in 3-D considering every angle; front, back, and side — not to mention what happens when you’re upside down. We celebrate the female body by designing for movement, comfort, and to flatter female curves. Our intentional design lines and meticulous construction accentuate curves, create long and lean lines, hide flaws and solve the problems that emerge during movement.
We believe people should own fewer, better, more versatile things that stand the test of time. We want you to feel confident about your investment in our products so we take pride in our exceptional materials and craftsmanship. Majority Made in Canada manufacturing, certified technical and luxurious yet durable fabrics, high-quality details, lasting construction techniques, intense wear tests, products that take a beating and still last for years — these are some of the things we are known for.