Meet the founder behind Azur Fit.

Introducing, Azur Fit. This Toronto-based elevated activewear brand offers premium-quality essentials for the modern-day woman. Founded by Erin Ward-Williams, formerly a yoga teacher, Azur Fit is built on the philosophy of “elevating activewear for women who want to feel confident in clothes that compliment the female form”, a reflection of their passion for fitness and fashion.

Today, HOLR is sitting down to chat with Erin about the brand’s ability to take you from the gym to the office, to the street, thanks to the incorporation of thoughtful designs along with matching sets of tone on tones, flattering cuts, and beautiful color palettes.

Tell us about yourself and how you founded your elevated activewear brand, Azur Fit.

Prior to launching Azur Fit, I owned a yoga studio and was teaching yoga every day. During a training workshop I attended in Los Angeles California, I noticed a trend in the LA yoga community that I hadn’t seen yet back in Canada. The girls were all wearing what I like to call “the muscle tank”. The muscle tank is a t-shirt with the sleeves cut off and cropped at the waist creating a raw edge.

When I returned home, I started cutting up old t-shirts to achieve the look and would wear them to all of my yoga classes. All of my students would compliment my tank tops and would ask me where they could get one. This went on for a couple of years until I finally decided to start my own line. In 2018, Azur was born. I launched with a small collection of 3 tank tops and invested every single penny back into the business so that we could continue to grow our product line. We are now known for our incredibly soft fabrics, matching sets, and beautiful colour palettes made for styling and versatility.

How is Azur Fit the intersection of fitness and fashion for the modern-day woman?

The brand is really focused on creating pieces that not only last long but can be worn on repeat in all sorts of ways. Our activewear is first and foremost made with functionality in mind. Whether you’re lifting weights, going for a run, or, dropping into a pilates class, you can count on our pieces to hold up, stay put, and feel like a second skin.

I think in a way, I am my own muse. I need an outfit to be simplified and easy to put together. I’m always on the go and usually don’t have much time to plan out an outfit in the morning. The beauty of our matching sets is how easy it is to look “put together and stylish”. We really love a neutral colour palette! Even our colourways which are considered to be a little more “colourful” have a hint of neutral to them. This makes it easy to dress them up or down so you can go from the gym to the office, out to coffee with a girlfriend, or, run errands in style. Styling a set can be as easy as pairing your leggings with a matching hoodie and your favourite pair of sneakers or, throwing a blazer on top of your workout set and completing the look with some gold hoops. We love to bridge that gap between fitness and fashion for our customers!

What are some of the best-selling pieces we can shop from the brand?

Our best-selling item is definitely our leggings! They are buttery soft, squat proof, high-waisted, and wash like a dream. Our anti-pill technology ensures that your activewear stays looking new even after years of wash and wear.
I definitely recommend pairing them with a matching bra or top to complete the look! Our Sweat Sets are also super luxe and extremely comfortable. If you haven’t tried them, it’s a must! Our best-selling colours (which are also my personal favourites) are Crave, Ivy, Oxford, Track, and Granite.

How are the pieces from Azur Fit designed to complement the female form?

We are a team of women and love to create pieces that look and feel great on so many different female body types. We know the power of a good high-waisted bottom and fabric that won’t cut or dig. Our form enhancing designs create a stunning silhouette that hugs your curves in all the right ways. We proudly offer inclusive sizes ranging from XS-3XL.

What’s next for you and your brand?

We are super excited to be launching some brand new products for SS2022! We also plan to host local pop-ups and expand our list of retail locations where you can shop the brand in real life. Stay tuned on socials for updates on new product launches and upcoming events!

Published by HOLR Magazine.