The Pilates Devotee
Ava, 24
Marketing coordinator. Reformer 4–5x a week. Priced out of buying every Alo release. Buys the matching set for the aesthetic as much as the workout — and always posts the fit check.
Activewear should feel like a treat to open — not just a utility to buy.
MIVVI was born from a gap our founder kept running into: activewear that was either purely performance-driven and visually forgettable, or fashion-forward and too flimsy to actually sweat in. We make pieces soft enough for a 6am Pilates class and styled well enough to wear straight into a coffee run, a flight, or a weekend with friends.
The Vision
"To become the go-to activewear brand for women who treat getting dressed — even for the gym — as a form of self-expression. Every drop, a moment worth anticipating, collecting, and sharing."
Brand Identity
Five things we don't compromise on.
01
Premium, feminine, in-between
Positioned above fast-fashion athleisure and below ultra-premium technical brands — accessible enough for discretionary shopping, elevated enough to signal quality.
02
Buttery-soft fabric, always
High-recovery knits are our quality signature. Same hand-feel across every drop — soft enough for a 6am reformer, structured enough to stay sculpted.
03
Apparel + matching accessories
Every drop is designed as a coordinated system — leggings, bras, tops, and matching totes, clips, and socks — so you buy the whole mood, not one piece.
04
Pinterest-coded, nostalgic
Soft palettes, warm styling, curated mood-board visuals. A romantic aesthetic that most of the category refuses to sit in.
05
Community-first
Social-native, UGC-driven. Our customers co-create the momentum around every launch.
The Fabric
Engineered soft. High recovery. Squat-proof.
Every piece is cut from a proprietary high-recovery nylon-spandex blend, sampled and wear-tested against the same standard: soft enough for a coffee run, structured enough for a reformer class. Colors are dyed to lock — no fading, no bleeding.
- · Buttery-soft hand-feel
- · 4-way stretch
- · Sweat-wicking
- · Squat-proof knit
- · AQL 2.5 QC standard
- · Wear-tested every drop
Who We Design For
Three women. One shared taste.
The Campus Trendsetter
Maya, 20
College student. Highly trend-driven, TikTok-native. Buys accessories — scrunchies, claw clips — as an affordable way to participate in the drop. Lives for a countdown.
The Elevated Everyday
Jordan, 29
Young professional, travels often. Wants pieces that move from gym to airport to errands. Higher AOV — buys the full coordinated set. Motivated by quality and fit over trend speed.
Year One Drop Calendar
Small drops. Big feelings. Four this year.
Drop 001Available Now
Pastel Play
Soft pastel sets, stripes, polka dots, matching accessories.
Drop 002Waitlist Open
Cherry Soda
Cherry reds, gingham, chocolate pink, sporty classics.
Drop 003Early Summer
Resort Club
Resort-inspired elevated basics — travel-ready coordinated sets.
Drop 004Early Autumn
Feeling Fall
Cream Latte, Espresso Date, Coffee Stripe, Cherry Mocha.
How We Drop
Small batches. No seasons. Just cravings.
Every 6–8 weeks we launch a themed capsule — matching apparel and coordinated accessories built around a single color story. Waitlist members shop 24 hours before public launch. When it's gone, it's gone.
Join the waitlist →Where We're Going
A recognizable premium activewear brand known for collectible drops, cohesive styling, and timeless feminine design — expanding deliberately into outerwear, loungewear, swim, and tennis as the community grows.