I’ll be the first to admit it — I’ve admired the big names, just  like most do. We all know them, the global giants with glossy campaigns and shelves full of gear. 

Before starting my own Activewear Brand, Rue Avenue, I worked at one of these industry giants myself. I was drawn into the hype, the trends, the feeling of buying that set to be seen in (that would surely compliment the IG-worthy, wellness lifestyle).
I’ll give them credit, They’ve built impressive brands to have allowed them to become industry leaders. But what I now see being a player in the industry is what's really behind the lycra- and often, it is not what you believe it to be.

When I set out to start my own Activewear Label, I was stunned to learn how these industry giants truly work behind the scenes. The shortcuts, the margins, the questionable sustainability claims, the manufacturing practices, and mass production. It made me rethink everything I thought I knew about “good activewear.” 

So, when I created Rue Avenue, I decided I didn’t want to follow that same formula. I wanted to do things more intentionally. To build something that reflected care, quality, and connection — not just trends. Something you could feel proud to wear, knowing the story behind it was as strong as the fabric itself.

This series takes you behind the seams to reveal what’s rarely talked about in activewear — from the connections we think we have with brands, to what’s really in the fabrics we trust, to the surprising economic influence hidden in every purchase you make.