Behind The Brand: MICHI


BEHIND THE BRAND: MICHI

Author SPORT.LES / Published: May-19-2020

Born in NYC and hailing from Toronto, MICHI puts the glamour into activewear, with its iconic mesh cut-outs, sheer panels, and flattering, feminine fit. MICHI believes in fueling female confidence. At MICHI, they realize that women have unique strengths and superpowers worth celebrating. This is why they design collections that enhance performance and ignite self-expression. The MICHI woman does it all—they provide the armour, so she can make it happen. Discover here all about MICHI and Michelle Watson, MICHI'S CEO and Founder.

BEHIND THE BRAND: MICHI

THE DESIGNER

Michelle Watson conceived MICHI in her Williamsburg, Brooklyn apartment after growing tired of the uniform she was seeing across all fitness platforms. She decided to create directional, high-performing activewear that could be worn both in and out of studios. Taking it one step further, she wanted each piece to have personality and the power to evoke confidence in the wearer.

Michelle Watson started Michi after graduating from the Parsons School of Design in New York City. Paired with her flair for fashion is her background in competitive sports, and she realized she was part of an underserved niche of those who mix sports with style.

Inspired by superheroines, boudoir lingerie, and her mother’s stylish 1970’s Jamaican and British wardrobe, Michelle designs MICHI for the female who embodies a multifaceted lifestyle and whose wellbeing is a top priority.

Discover here all about MICHI and Michelle Watson, MICHI'S CEO and Founder. 

THE FOUNDER

Michelle Watson conceived MICHI in her Williamsburg, Brooklyn apartment after growing tired of the uniform she was seeing across all fitness platforms. She decided to create directional, high-performing activewear that could be worn both in and out of studios. Taking it one step further, she wanted each piece to have personality and the power to evoke confidence in the wearer.

Michelle Watson started Michi after graduating from the Parsons School of Design in New York City. Paired with her flair for fashion is her background in competitive sports, and she realized she was part of an underserved niche of those who mix sports with style. "It was when I was working for RLX, Ralph Lauren and it was athletic clothing mostly. It started out with skiwear and golfwear. Then we re-branded ourselves to be a little bit less expensive and a little more streetwear—kind of stuff for the gym and for after. When we would research and come up with designs, I was always thinking oh, I would have done this a little bit differently. I saw a huge market for this but maybe more feminine. I was thinking, I would love to design a line like this and then it just kind of hit me…".

Inspired by superheroines, boudoir lingerie, and her mother’s stylish 1970’s Jamaican and British wardrobe, Michelle designs MICHI for the female who embodies a multifaceted lifestyle and whose wellbeing is a top priority. I’m designing for somebody that likes to be different. They are very fashion-forward. They pick out pieces that they like based on design and put their own outfits together. They don’t need to look around and see what everyone else is wearing. They’re multi-faceted people. It’s also somebody that has a higher income bracket because my stuff’s not cheap. But my buyers think that my prices are excellent, given the quality. So it’s definitely someone that marches to the beat of their own drum." Michelle says.

THE CORE

High-quality materials are sourced to produce products that last. Michi core values are all about optimize its design and production to minimize fabric and material waste. The majority of their leggings and bras are created with sustainable, Bluesign® approved and Oeko-Tex® certified textiles. MICHI uses fabrics engineered as smart clothing, designed to withstand wear and tear and for performance enhancement. All textiles approved under the Bluesign® system eliminate harmful substances right from the beginning of the manufacturing process and meet high standards for environmentally friendly and safe production. Michi believes in:

1. DESIGN

MICHI’s boundary breaking active lifestyle clothing combines high performance with high fashion. Our design team fuses minimalism with impactful detailing to create styles that flatter the female form and instil women with the confidence to rise to any challenge.

2. PERFORMANCE

MICHI is designed by active women who know the importance of breathability, eight-way stretch ability and quick dry fabric. Our styles are tested by real women who are as diverse as their workouts. We are known for our three-inch waistband—designed to hold everything in because the MICHI woman doesn't hold anything back. 


3. VERSATILITY


MICHI is meant for movement and enables spontaneity. Our designs pair well with everything from sneakers to statement jackets. Whether it’s morning meditation or a post-workout drink, styles can be mixed, matched and layered, so that the MICHI woman is always dressed for the occasion.

4. QUALITY

MICHI is committed to quality. We select our manufacturing partners on excellence and integrity. Our factories take pride in their craft and execute all designs with attention to detail and precision. We are advocates of mindful consumption, so every garment is constructed to last.

5. CONSCIOUS PRODUCTION

MICHI believes in conscious production and the majority of our styles are created with eco-friendly, sustainable Bluesign® approved and Oeko-Tex® certified textiles. Currently, the majority of our styles are produced in a female owned factory just outside Toronto, with some styles manufactured in Sedex certified factories in China. Our factory partners are selected on environmental impact, employee working conditions and transparency.

A COMMITMENT WITH SUSTAINABILITY

The majority of MICHI styles are currently produced in a female owned factory just outside Toronto, and some styles are manufactured in China. Their factory partners are selected on environmental impact, employee working conditions and transparency. At MICHI they are advocates of mindful consumption, so every garment is constructed to last. With conscious production as one of their core values, MICHI is setting a new standard for sportswear.

MICHI is committed to sourcing high quality materials to produce technical products that last. They optimize their design and production processes to minimize fabric and material waste. The majority of their leggings and bras are created with sustainable, Bluesign® approved and Oeko-Tex® certified textiles. MICHI uses fabrics engineered as smart clothing, designed to withstand wear and tear and for performance enhancement.

Also, MICHI only uses materials that are animal-friendly and cruelty-free. As a company with a vegetarian ethos, they do not use leather, skins, fur or feathers in any of their collections or products. This also includes any materials or substances sourced from endangered species.

NEW SS20 COLLECTION


SPORT.LES Articles

Our Favorite Sustainable Activewear Designers

Author SPORT.LES / Updated: Apr-20-2020

Left Continue shopping
Your Order

You have no items in your cart

x