I didn’t set out to launch an activewear brand to talk about body positivity. But the deeper I got into the design process, the more I realized: what we wear while we move says a lot about how we feel in our skin. We’re in a world where our bodies are under constant scrutiny online, in mirrors, and sometimes even from ourselves. But something changes when you put on clothes that were made for your body, not just bodies that match a mould. You start to shift the focus from how you look to how you feel.
Body Positivity Isn’t About Your Clothes All The Time
It starts with comfort, not compression: Body positivity isn’t about ignoring our insecurities, it’s about creating room for self-respect, even on the hard days. That’s why at STRCH, our first non-negotiable was fabric that moves with you. Not leggings that dig in or bras that restrict. We don’t design for the “ideal” silhouette; we design so you can forget about your silhouette altogether, and just move, writesPrithvi Bhagat, Founder of STRCH Activewear Pvt. Ltd.
Active wear can build a bridge between body and identity: There’s something powerful about seeing yourself in active wear that doesn’t ask you to hide. When you wear something made for your body type, whether you’re curvy, lean, petite, or tall, it tells your brain: “You belong in this space.” You start showing up to the gym, the walk, the yoga mat, not to shrink yourself, but to take up space. That’s a shift. And it’s a big one.
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Representation really does matter: We’ve made it a point at STRCH to work with creators of all sizes, backgrounds, and movement styles. It’s not performative, it’s reflective of who we’re designing for. When someone sees a reel of a woman who looks like them doing warrior pose, or lifting weights, or just stretching after a long day, there’s an emotional reset. You stop thinking, “When I lose 5 kilos, I’ll buy that.” You start thinking, “This is for me. Now.”
Body positivity isn't a campaign. It’s consistency: I’m wary of brands that celebrate “real bodies” only during a Women’s Day post or a marketing burst. At STRCH, we know we’re part of your everyday the early-morning workouts, the school runs, the low-energy afternoons. That’s why we focus on performance, durability, and comfort, because we believe respecting your body means designing for your life, not just your look.
Body positivity is more than what you believe — it’s also something you experience, and when what you wear reflects the respect you’re trying to give yourself, you start to feel a little more at home in your skin. That’s what active wear should do. And that’s the standard we’ve set for ourselves at STRCH.
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