NewPath was asked to come by the new Undrcard boxing studio in Calgary for a pop-up shop of MICHI apparel. This was a very quick shoot but a great time! We worked with Tammara “Timebomb” Francis, for all the shots as she was decked out in the newest Michi gear. We even did a boxing class at the end of the shoot… trust us it is hard work haha.
“MICHI believes in empowering women. At MICHI, we realize that women have unique strengths and superpowers worth celebrating. This is why we design collections that enhance performance and ignite self-expression. The MICHI woman does it all—we provide the armour, so she can make it happen.
Michelle Watson created MICHI in 2010 with original designs that transformed the activewear landscape. She pioneered the fashion-forward athletic wear aesthetic with artfully placed mesh inserts, strappy sports bras and sophisticated cut-outs. These details, inspired by superheroines, ‘90’s European designers and nature, have become MICHI signatures.
Design, performance and versatility are at the core of everything that MICHI does and our Canadian-made styles are constructed to last.”
This video was primarily used for social media, check it out below.