If 2020 has taught me anything, it’s that my default style is living in leggings and sweatpants–and that I don’t want to go back to “regular” clothes. Staying fit and healthy throughout the pandemic has become a priority for many, myself included. That’s why I was on the hunt for the perfect leggings and my recent obsession–matching sets–when I stumbled across this local Toronto brand, Azur Fit.
I’m Obsessed
My priority as a mom and fitness enthusiast is looking stylish and put together, while being comfortable. For me, matching sets are a no-brainer and instantly give you a–I got my shit together–look.
When I say it’s time to level-up your loungewear wardrobe, I mean matching sets and versatile pieces that can be mixed and matched. Enter Azur Fit, a Toronto-based athleisure brand that is here for it. I (virtually) sat down with Erin Dubs, founder of Azur Fit, to get the down-low on why her elevated activewear is taking over feeds on social media.
Covid-19 Changed The Fashion Industry
“Covid-19 has naturally changed both the fitness and fashion industry over the past year and customers are looking for new elements when it comes to clothing,” says Erin Dubs, founder of Azur Fit. “We have been listening and see the importance of versatile, core pieces for women in 2021. The brand is really focusing on garments that can be taken from the (home) gym, to the (home) office, to the street,” she says.
I’m so comfortable wearing Azur Fit that the buttery soft fabric makes me forget I’m wearing anything at all! Their pieces have quickly become my favourite staples in my wardrobe that I keep reaching for again and again. From my workouts to running errands, I feel effortlessly stylish.
A New Breed Of Leggings
Dubs passion for activewear dates back to her experience as a Lululemon ambassador. A cornerstone of her inspiration for her leggings came from the brands popular align pant style. “I was eager to incorporate some of the key elements I loved about the aligns into my own leggings. Some of those elements include: a super soft naked feel, leggings that won’t slide down throughout the day or during a workout, comfort and flatter,” says Dubs.
However; a few of the elements she thought needed improvement, like the durability of the leggings. Dubs ensures her leggings are put through the wringer during production. “Our leggings have anti-pilling technology and wont pill at the inner thighs. They wash like a dream and keep like new for years! I wanted our leggings to be affordable for our customers as well,” said Dubs.
The leggings are made from a polyester spandex blend that is perfection. They omit the front seam for a smooth seamless look and are sweat-wicking and squat proof. The Froth (white) leggings, as indicated on their website, are not 100 per cent squat proof. The Azur Fit leggings retail for $69, a fraction of the cost of aligns. They are available exclusively online at Azurfit.com.
Online Business Is Booming
For Azur Fit, business has been good throughout the pandemic. “People are online shopping at a much higher rate which is great for us,” says Dubs. Apart from the logistics of shipping and bringing in inventory from oversees, she’s seen substantial growth in her customer base.
Diving Into Diversity
Another thing that impressed me about Azur Fit, was the inclusivity of diverse models in her brand’s images. “I am very passionate about inclusivity and have always found it important for our customers to see themselves when looking at our ads,” says Dubs. Azur Fit recently expanded their size range as well. “I did notice the gaps . . . in the line and made a deeper commitment to diversity and body inclusivity. We have expanded our size range from XL – 3XL over the past 9 months!” explains Dubs, who acknowledges that the brand is still evolving.
Dubs released a line of unisex matching sweat sets that have been selling out almost as fast as she’s been releasing them! The sweat sets come in a range of stylish colours and are stretchy and feel oh so buttery soft. In a recent purchase, I grabbed the new Briar set, (a light pink) from the last launch. That colour sold out the same day!
Azur Fit recently released their new pocket leggings style in Onyx (black) that showcases the booty with strategic seams and their signature lightning bolt logo. I admit, I was one of the first to get my hands on a pair. The pocket legging launch was being offered exclusively to her loyal customer base via text message before the announcement on her social media page.
Mark Your Calendars For Azur Fit’s Upcoming Launch
As Azur Fit becomes increasingly more coveted, you can expect their launch days to be one of the only times to get your hands on their product. My advice is mark your calendars for the next launch! Azur Fit is launching their newest collection, Moody 2.0 on Monday March 22nd at 12 pm EST. They are restocking some of their bestsellers, as well as three new colours in 3-piece matching sets, (leggings, bra and long sleeve crop, all sold separately.)
New Colours and Accessories For Spring
What can we expect next from the up and coming Azur Fit? “We are bringing in some fun new accessories for spring and summer to elevate your Azur outfits to the max. You can expect more neutrals as well as some fun bright colours for the summer and the “warm weather” versions of some of our core pieces,” said Dubs.
Just an inkling, but I feel like baseball hats with their signature lightning bolt logo might be one of the new accessory additions. We can’t wait!
Get ready for the next launch on March 22 at 12 pm EST and follow Azur Fit on Instagram to peep the new set colours!