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MICHI was established in New York City in 2010. Founded by Michelle Watson from her NYC apartment, her objective was to elevate activewear to channel her best self and fuel female confidence thereby solving the problem of unflattering and uncomfortable sportswear. She pioneered the fashion-forward athletic wear aesthetic with artful, figure-flattering mesh inserts, strappy sports bras and sophisticated cut-outs. These details, inspired by superheroines, 90s European designers and nature, have become MICHI signatures.
MICHI blends elevated style with technical performance to create products of exceptional quality and ultimate versatility. They explore globally to source the most luxurious, durable, sustainable and technical fabrics. They manufacture ethically while upholding their impeccable standards. Their products authentically blend flattering fit with ultimate comfort by smoothing waistlines, shaping curves and offering support where needed.
Michi is in business to build strong women. They 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 they 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.
Their beauty standard is a three-dimensional female body complete with curves, muscle and battle scars. Michi designs in 3-D considering every angle; front, back, and side — not to mention what happens when you’re upside down. They celebrate the female body by designing for movement, comfort and to flatter female curves. Their intentional design lines and meticulous construction accentuate curves, create long and lean lines, hide flaws and solve the problems that emerge during movement.
Michi believes people should own fewer, better, more versatile things that stand the test of time. They want you to feel confident about your investment in our products so they take pride in their 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 they are known for.