We’re a fit city. Capetonians love a promenade stroll, getting down and dirty on a hike, or sweating it out at a seriously cool fitness class. But a shoddy set of tights is enough to ruin any experience. Camel-toe chic will never be a thing, and nothing is more irritating than pulling up your leggings because the crotch is heading toward your knees.
On the flip side, great gear has the power to transform any activity. Nothing holding you back, plus a boost of confidence. Who needs pre-workout when a badass outfit is enough to get you pumped.
Just Breethe is South Africa’s latest brand on the fitness block, and everything is designed to be anything but ordinary. Founder and CEO Marc Barnfather is on a mission to steer clear from “an era of average”.
Marc started his career in construction 32 years ago; growing and learning every aspect of the industry from civils to construction, marketing to finance. “I spent most of my time and efforts on the engineering side of the business, continuously aiming to improve our construction methods,” he says.
Engineering, hey? You can bet on Just Breethe’s gear being next level – perfectly constructed to hug each body perfectly (and in all the right places).
One size fits no one:
“We believe this wholeheartedly and have therefore scientifically developed our proprietary sizing system, with more size options and measuring in all the correct places,” says Marc.
“We understand that fabric breathability plays a big factor in comfort and indeed, fitness for purpose. You need to sweat but you don’t need to be sweaty or sticky. Our meticulously selected, high-quality cotton blend fabric fits perfectly due to the cut of our garments and some ingenious internal fusing. Naturally fitting – and no need for stretchy oil-derived synthetics.”
Optimal performance with uncompromised comfort:
In addition to their FITness leggings, their FITness Shorts have been engineered to hold your shape with structure, not stretch – making sure you stay true to form.
Marc’s mission is to flip the script on issues that result from the mass commercialisation of consumer products. His apparel is centred around real bodies.
“Just Breethe is a brand that promises to deliver high quality, perfectly designed apparel that moves with your body, is breathable and accurately sized – allowing you to go about your day’s activity with comfort and ease.”
A sustainable edge:
Taking it one step further, everything is locally manufactured using sustainable materials and packaging. Far from fast fashion, items are all about durability. So, rather than feeding into the waste cycle – buying poor quality every few months – JustBreethe’s goodies are guaranteed to last.
“We are seeing consumers opting for better quality materials and supporting their ‘more expensive’ purchase with a calculation called ‘cost per wear’. In reality, you pay less for your item because you wear it for much longer and more consistently,” says Marc. “Capsule-wardrobe is a big buzzword and trend within the sustainable fashion space – and one we are supporting wholeheartedly.”
What are you waiting for?
Buy less, less often. Reduce waste, and in turn, the cost of production on the planet. And do it all whilst looking and feeling fabulous.
That’s Better!
A fit for everyone:
The Just Breethe range consists of the Unique FITness Leggings, FITness Shorts, Durafit-Socks and MatchFIT Polo-Shirts for both men and women as well as IntiMIT – female underwear (weggie-proof).
Get your gear:
- Website and orders: just-breethe.com
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Picture: Supplied