Style Q&A: Canadian activewear brand designs elevated pieces for the ‘modern-day woman’

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The idea that an activewear brand would be designed with the purpose of getting people moving seems like a perfect fit.

Azure Fit founder Erin Ward-Williams wanted to take it a step further by elevating the offering with matching pieces that could take women from spin class to errands—and beyond. The Toronto-headquartered company offers sports bras, leggings, bikinis and more, available in an array of Instagram-worthy hues.

We recently caught up with Ward-Williams to learn more:

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A model wears the High Waisted Legging ($69) and the Upgrade Bra ($48) from Azur Fit.
A model wears the High Waisted Legging ($69) and the Upgrade Bra ($48) from Azur Fit. Photo by Azur Fit

Q: For those who aren’t familiar, what is Azur Fit?

A: Azur Fit is a Canadian-born elevated activewear brand that offers premium-quality essentials for the modern day woman. I launched Azur Fit based 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.

Q: What makes it unique?

A: The brand is really focused on creating pieces for women, by women—products 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. Our leggings have no front seam to maximize comfort, the athletic fabrics have anti-pilling technology, they are pet-hair and sweat resistant and are squat-proof. Whether you’re lifting weights, going for a run or, dropping into a Pilates class, you can count on your Azur Fit pieces to hold up, stay put and feel like a second skin.

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We are also an activewear brand that focuses on inclusivity and diversity offering sizes from XS to 3XL, which is typically hard to find in the market. Lastly, all our models used in our campaign shoots are real women of all shapes and sizes, where all of our photos remain untouched to showcase the ‘real’ women of the brand.

Q: Who is the target customer?

A: Our target customer is women of any and all ages, sizes, body types who enjoy an active lifestyle. Our customers want durable, comfortable, flattering and elevated athletic clothes to wear daily whether they are going to their Pilates class, to the farmer’s market or feel extra stylish yet comfy in their WFH outfits.

Q: Where are the products designs/made?

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

Q: Is there a ‘hero’ product in the line? If so, which one and what makes it so popular?

A: Our hero 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-pill technology ensures that your activewear stays looking new even after years of wash-and-wear.

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

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

Q: And, lastly, where can people check them out?

A: People can shop at

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