Founder and CEO

MICHI is an elevated and ethical technical apparel brand that believes in unlocking the strength and power of women. It was established in New York City in 2010, by Michelle Watson out of her tiny NYC apartment with small savings and a purpose to motivate and uplift women by enhancing performance and igniting self-expression.

With a background in competitive sports, a business education from Ivey, and fashion education from Parsons, Michelle set out to transform the activewear industry to build confident, courageous women and to solve the problem of unflattering, uncomfortable and unexpressive sportswear. Not only did she raise the bar for athletic style and design, but her iconic MICHI 3” Shaperband has become a best-selling design feature and an essential secret weapon, flattering waistlines globally.

MICHI pioneered the bodycon activewear aesthetic with streamlined, figure-flattering mesh inserts, strappy sports bras and subtle cut-outs that are equally high performance as they are captivating.  In turn, she helped set new standards in sportswear and has inspired countless others. These design elements, inspired by nature, superheroines, lingerie and iconic design moments have become MICHI signatures.

Currently based in Toronto, MICHI is 100% female founded and led, with products ethically Made in Canada from bluesign® and OEKO-TEX® certified materials.

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