Serial tech entrepreneur Micki Krimmel wasn’t motivated to start Superfit Hero because body-positive brands were trending. She started it because she couldn’t find athleticwear in her size.Superfit Hero is an online apparel company that sells high-performance athletic clothing that goes up to size 3X. It is designed from the start for large, athletic women, not just a scaled-up size 4.“Most of the companies that focus on high performance only make up to a size 12,” said Krimmel. She noted that fitness is always marketed to women for losing weight and getting smaller.“You must be thin to be accepted and you’re not invited to this exclusive club” was their attitude, said Krimmel. Her passion for fitness and sports drove her in this direction. She is a roller derby athlete with Angel City Derby and is surrounded by big, strong women.Superfit Hero raised $55,000 through a Kickstarter campaign last year and Krimmel used that money to create her starting inventory. With no apparel background, she launched her line in November 2015.“I created samples from extra small to 3X and I had athletes test them,” she said. The product is made in Los Angeles, which allows her to be more flexible. “I’m on a four-week release schedule,” Krimmel said.Her signature feature is the tapered waistband. The removal of an elastic waistband means no tight, painful fit around the stomach. She’s also created a pocket on the thigh of the legging, which has proven to be very popular.Her focus now is to get the product in front of more people, which she does by setting up pop-up shops at roller derby events. She’s also created videos highlighting the stories of female athletes like weightlifter Sarah Robles that are featured on the company's web site.This is Krimmel’s third company. She previously founded NeighborGoods, a sharing community site, and Creative District, a LinkedIn type of platform for creative people.It’s early days for Superfit Hero and she’s entering a highly competitive field. All the major athletic lines have suddenly discovered women over size 12. But this roller derby queen doesn’t look like she’ll back down from a challenge. Krimmel’s athletes aren’t just big, in her world, they’re “bad a--.”
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast