Plus-size subscription service Dia & Co. launches two active lines
Dia & Co. is offering two new active lines, a partnership with Day/Won by Candice Huffine and the exclusive plus-size debut of EleVen by Venus Williams, part of an initiative focused on inclusivity in the fitness space.
Activewear pieces Dia & Co. is offering start at sizes 14 and up. Styles include compression sports bras and control top leggings.
Williams said in a statement, “I’m passionate about fitness, wellness and an active lifestyle, and I’m super focused on making fitness inclusive for all."
According to the brand, Williams' EleVen is about "the pursuit of your best self." This is the label's first foray into sizes 14 and up, exclusively with Dia & Co. Day/Won is the first retail brand collaboration for Dia & Co. in the active space. Huffine launched her active category last fall to offer all women options for workout clothes.
“For too long, fuller-figured women have been portrayed in the fitness world only as a ‘before’ photo—suggesting that there’s a size limit on being active,” Nadia Boujarwah, CEO and Co-Founder of Dia & Co said in a statement.
To accompany the new lines, Dia & Co.'s "Fit to Thrive" campaign launched with the support of plus-size blogger Cece Olisa and Team USA Athlete Shelbi Vaughan. Content will be generated by Big Girl Fat author Louise Green, and print ads will run in the LA, Houston, Atlanta and Miami markets, among others.
Customers can begin their plus-size active journey by taking an online quiz through Dia's site to personalize their fitness apparel choices. Activations across the US will take place this summer, beginning June 4th.
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