An active Canadian brand designs high-end pieces for “modern” women


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The idea of ​​a sportswear brand being built with the goal of getting people moving seems like the perfect fit.

Azur Fit founder Erin Ward-Williams wanted to take things a step further by elevating the offering with matching pieces that could bring women in the spin class to the races — and beyond. The Toronto-based company offers sports bras, leggings, bikinis and more, available in an array of Instagram-worthy shades.

We recently caught up with Ward-Williams to find out more:

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One model is wearing Azur Fit’s High Waisted Legging ($69) and Upgrade Bra ($48). Photo by Azur Fit

Q: For those who don’t know, what is Azur Fit?

A: Azur Fit is a Canadian-born premium sportswear brand that offers premium essentials for the modern woman. I started Azur Fit based on the philosophy of “elevating activewear for women who want to feel confident in clothes that complement the female form”. A reflection of their passion for fitness and fashion.

Q: What makes it unique?

A: The brand is truly focused on creating pieces for women, by women – products that not only last a long time, but can be worn over and over in all sorts of ways. Our sportswear is first and foremost designed with functionality in mind. Our leggings have no front seam to maximize comfort, athletic fabrics have anti-pilling technology, are pet hair and sweat resistant and are squat resistant. Whether you’re lifting weights, going for a run, or taking a Pilates class, you can count on your Azur Fit pieces to hold up, stay in place, and feel like a second skin.

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We are also a sportswear brand that emphasizes inclusivity and diversity by offering sizes from XS to 3XL which is usually hard to find in the market. Finally, all of our models used in our campaign shoots are real women of all shapes and sizes, where all of our photos are left untouched to showcase the “real” women of the brand.

Q: Who is the target customer?

A: Our target customers are women of all ages, sizes and shapes who enjoy an active lifestyle. Our customers want durable, comfortable, flattering and elevated activewear for everyday wear, whether they’re heading to their Pilates class, the farmer’s market, or feeling super stylish yet comfy in their WFH outfits.

Q: Where are the products designed/manufactured?

A: They are designed in Toronto and manufactured by our partners located in China.

Q: Is there a “hero” product in the range? If so, which one and what makes it so popular?

A: Our flagship product is definitely our leggings. What makes them so popular and the reason our customers love them so much is that they are buttery soft, squat proof, high waisted and wash like a dream. Our anti-pilling technology ensures your sportswear stays looking new even after years of washing and wearing.

Q: What is the price range for Azur Fit parts?

A: Our products start from $46 and range up to $74.

Q: And finally, where can people view them?

A: People can shop at

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