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MICHI was established in New York City in 2010. Founded by Michelle Watson from her NYC apartment, her objective was to elevate activewear to channel her best self and fuel female confidence thereby solving the problem of unflattering and uncomfortable sportswear. She pioneered the fashion-forward athletic wear aesthetic with artful, figure-flattering mesh inserts, strappy sports bras and sophisticated cut-outs. These details, inspired by superheroines, 90s European designers and nature, have become MICHI signatures.

MICHI blends elevated style with technical performance to create products of exceptional quality and ultimate versatility. 

Michi's focus in business is to build strong women. Michelle believes in being a source of inspiration and motivation to energize, uplift and empower women to achieve greatness and the highest, most authentic expression of themselves.

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