New activewear store focuses on fashion, comfort, sustainability

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A new online store is offering athletic clothing that is not only fashionable and comfortable, but also sustainable and ethical.

Fibre Athletics just launched in April, and already customers have recognized the importance in the company’s values; the activewear shop aims to fill up an athlete’s wardrobe from a quality standpoint, co-founder Sadie Smith said.

“I met Steve, the other co founder, through Columbia College in Chicago and we started working together,” Smith said. “He was looking at some apparel that was more sustainable focused and had an impact on the community … I was motivated by the idea … I felt like it was a niche that hadn’t really been successfully tapped into.”

In November, the two created an Indy Go Go campaign, and raised over $24,000 to begin producing some of their favorite items. They also had support from international buyers, and were able to launch their first tops in April.

“I am trying to build an essential wardrobe that has a lot of durability and versatility, so not only can you work out in it, but you can go somewhere else after and still look sleek and refined.” Smith said. “Comfortable and in style but with sustainable and ethical practices.”

In order to ensure customers its products are sustainable, Fibre Athletics does two things: all of its clothing undergoes rigorous testing to make sure it is 100 percent organic, and they only work with factories that are environmentally friendly and safe for employees.

Fibre Athletics also values itself in being explicit with its customers; Smith explained that buyers can see how products are made right on the website. Each process is described, along with the types of fabrics and materials, so consumers know exactly what they are buying.

“We are being an open, easy to navigate dictionary, on how clothing production works,” she said. “I think it’s a place where people can learn more about the clothes that they wear.”

Rather than producing six collections a year with 10-20 pieces at a time, Fibre Athletics also keeps its production to a minimum; by designing just one or two pieces at a time, the company can easily monitor what is popular and not waste unwanted items.

Currently, Fibre Athletics only has workout tops available, but jackets are to be released in August. The company is also participating in a purchasing exhibition beginning June 15, where Chicago brands will display their products and share ideas.

“I hope they are able to find a brand and product that relates to the lifestyle they want to lead and it inspires them to not only be conscious in not only the way they live but in the way they shop.” Smith said. “I hope they see a brand that is trying to be honest with them and what they’re buying.”