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OUR STORY

FUELING CONFIDENCE WITH THOUGHTFULLY CREATED CLOTHING

MICHI believes in fueling female confidence. At MICHI, we realize that women have unique strengths and superpowers worth celebrating. This is why we design collections that enhance performance and ignite self-expression. The MICHI woman does it all—we provide the armour, so she can make it happen.

Michelle Watson created MICHI in NYC in 2010 with original designs that transformed the activewear landscape. She pioneered the fashion-forward athletic wear aesthetic with artfully placed mesh inserts, strappy sports bras and sophisticated cut-outs. These details, inspired by superheroines, ‘90’s European designers and nature, have become MICHI signatures.

Design, performance and versatility are at the core of everything that MICHI does. Our Canadian-made styles are created with eco-friendly, sustainable Bluesign® and Oeko-Tex® certified textiles and are constructed to last.

MICHI CORE VALUES

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 are based in Toronto because we believe in the excellence and integrity of our Canadian manufacturers. Our factory takes pride in their craft and executes 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 our leggings and bras are created with sustainable, Bluesign® and Oeko-Tex® certified textiles. Since 2011, we have produced MICHI in a female owned factory, just outside Toronto, where employees are compensated with a living wage and given the option of flexible hours in order to support working women.

MICHI has been awarded the Butterfly Mark, powered by Positive Luxury, for our measurable impact and company wide commitments to sustainability. Click the Butterfly Mark to learn more about our positive actions. Explore more about MICHI’s sustainable practices here.