Our Story

Hi, I'm Amber Maxwell a designer, stylist, and singer/songwriter passionate about creating space for women to feel confident, connected, and strong  in their bodies, minds, and lives.

I come from over 20 years in the fashion industry, across wholesale, production, retail, and marketing. After running my own store, styling for events, and performing live at fashion nights, I found myself searching for something more: clothing that could keep up with my life, my body, and my energy. Managing endometriosis while juggling business and creativity, I was always on the move and needed pieces that could move with me, and still feel great to wear.

So I created a brand that brings it all together, style, function, and soul.

Every piece in this collection is designed to support and empower women in motion. From the gym to the school run, to creative work and everything in between, this is activewear you can live in. Customers often tell me:
“I didn’t expect to love it this much until I tried it on.”

And what means the most? Women who bought their first pieces 4 or 5 years ago still message to say they’re wearing them today. They’ve told me how well the fabric holds up, how it keeps its shape, and how it continues to make them feel good,  physically and mentally. That kind of quality and longevity means women aren’t constantly replacing their wardrobe, which is part of how this brand supports a more sustainable, intentional approach to fashion.

But this isn’t just about clothes.

I’ve always believed in the power of music, movement, and mindfulness, and this brand brings those elements to life.
My original music is now on Spotify, created to uplift and energise.
I’ve launched a YouTube workout series,  short, empowering sessions in my activewear, designed to release tension and build strength.
And I’ve created a blog focused on mindfulness and self-care, sharing tools, thoughts, and reflections to help women move their minds, not just their bodies.

We’ve also hosted live workout and connection events in Ibiza, Sydney, and Hamburg, bringing women together to move, share, and connect. Whether it’s through a song, a set, or a shared moment, this brand is about real community, not just product.

Together, this is a lifestyle, one rooted in helping women show up fully for themselves. Whether you’re starting your day with a beat, pulling on a set that moves with you, or taking a moment to ground yourself, I want you to feel empowered, energised, and unstoppable.

If you’ve made it this far, thank you. I’m so glad you’re here.
Amber x