The Art of Athleisuring
WHITEFIT sees fashion as an artistic expression. As a mirror to reflect personality, style, confidence and elegance.
We design from watercolor illustrations. We look for textures, colors, brushstroke repetitions. Art is the essence of WHITEFIT.
Each illustration starts with a concept. Each design corresponds to a collection based on a theme. It is reflected in the water colour pattern and enhanced on the material. Then the patterns are applied on the template, while inserting them on smooth materials.
This way we get a personal and unique style for each design. Such a process makes an exceptional quality product leaving the material and the pattern intact after washing.
A Blank Canvas
Whitefit's nomenclature is closely related to artistic expression. We consider each piece to be an artwork. The creative process begins with a series of completely white fabrics where through design, art and sublimation they end up forming a sporty, functional, high quality fashion piece that transmits a unique and differentiating style.
WHITEFIT does not focus on temporary collections but rather on capsule collections, that is to say small collections (15 units per design) with a theme and a series of designs. This way the previous collection is never out of fashion.