Just like corporate culture, corporate dressing, too, is continuously evolving. And, the latest buzzword in corporate attire is athleisure an amalgamation of athletic and leisure wear. It is all about dressing down, being innovative, comfortable and sporty. Not very long ago only until last decade, there was a fixed mind set for people that a different outfit was required for different phases of the day like a different outfit for work, workout, and social meet up. As athleisure got popular as a fashion trend globally and subsequently in India, the mindset gradually began to change. Delhi-based Fitkin has focused on developing a product that can be worn from workout to work to the mall and vice versa. “The fact that we have clients wearing Fitkin leggings to work and to a mall at the same time is a proof enough of the feasibility of the products in different walks of life,” mentions Surbhi Chawla, Managing Director, Fitkin.

The idea, from the beginning, was not just to sell fitness wear but to offer a solution for people struggling to achieve a work life balance. While pursuing her MBA from Oxford, Surbhi realized that how smoothly active wear helps one transition through work, workout and the rest. Her Bachelor’s degree in Design and experience in running a fashion business helped her gather deep knowledge on fabric and garment construction. Even as active wear as an

apparel category was quite technical and required a lot of research and expertise, the conviction in imbibing fitness in client’s lifestyle kept her going. “Fitness, anyway, struggles to find priority in our busy lives. The only way to make it a daily chore was to simplify our outfits and give the wearer the freedom of time and the ease of movement to squeeze in some minutes of activity in their lives every day without having to think twice to change twice,” she asserts.

Fitkin products are available across ecommerce websites such as Myntra, Amazon, Flipkart, Nykaa.com and NykaaFashion.com

Carving a Niche
Fitkin caters to the comfort needs of both men and women while keeping them in sync with the fashion. The products are smart apparel with features like quick drying, antiodour, wrinkle free. “All our products have to pass our standards on all these parameters and this is the reason why we have become a rage among the fitness addicts. We take it as a huge compliment when Fitkin products are teamed up by customers with other products from the likes of Nike and Adidas,”she mentions.

What makes Fitkin stand out in the crowd are the three pillars of foundation based on which the company develops its products cut, construction and comfort. The company houses expert consultants who have profound knowledge and experience in the field of technical apparel. “Our researchers keep updating us with new innovation and trends and our product design team is focused on incorporating those trends in product development,” she adds.

Fitkin products are available across ecommerce websites such as Myntra, Amazon, Flipkart, Nykaa. com and NykaaFashion.com and it will soon be selling online internationally starting with Amazon.

The Journey Ahead
India is a very big and untapped market with huge potential. In its first year of operations, Fitkin has focused entirely on the product, getting it right and knowing what the customer demands. “Though this is an ongoing process for any brand but having focused on getting the basics right has helped us grow stronger and made us more confident so we can streamline our range and focus on a niche product offering that we plan to build further upon for expansion in the domestic and international market,” she concludes.