Michi – sports clothing, but not as you know it

"Why does sports clothing always have to look so same-y?" Michelle Watson asked herself. The Canadian businesswoman has created sportswear with must-have appeal. The activewear pieces from her label, Michi, are all, therefore, unusual.

Featuring mesh inserts and cut-outs in various places, they offer teasing glimpses and show a little skin, but without revealing too much. At the same time, these are high-performance pieces that cut a dash both in the studio as well as on the street.

Michelle Watson was a professional sportswoman herself for a long time. She started to play golf at a young age and took part in both golf and ski racing competitions at an international level. She also dances and takes part in combat sports – though she gave up her sporting career and chose to design clothing instead. The Parsons graduate learned her craft at Donna Karan, Kate Spade and RLX Ralph Lauren, before taking the decision to go self-employed with her label, Michi.

Michelle Watson sees having a presence at Premium as a door-opener to the European and German markets: "We see great potential in the German market for our sports bras, activewear and athleisure pieces. We have lots of European customers who buy from us online and who want to see more sales outlets for Michi. We do not have a strong European presence as yet, but we see the market here as very open to fashion and interested in our products. We would therefore like to build up our European retail presence."

You can find Michi at Premium Berlin, located in Hall 2 Stand B-07.