We live in a time where platforms like Instagram have made it possible for brands to embrace their customers more than ever. Mirror pics, selfies with dogs, filter-free photos celebrating cellulite and sweaty tee shirts blend together with your friend’s artsy bedroom decorations and your cousin’s new baby. Our favorite brand’s stories now look like our own - like they’re just another human.
Yet, it all still feels topical. The quick glimpses of “real life” make it seem as if everyone is always running at 100%. The lighting is always perfect, the girl is always smiling, and the dog is always soooo fricken adorable. Coffee in hand and sneakers on our feet, we appear fully charged. There’s nothing wrong with a little vanity - but that’s not the reason why WOLACO women is here.
It’s not always a pretty thing to workout, but it is a beautiful process. We’re here not only to show, but to tell your athletic story. This is our call for MORE.
We’re building superior product and superior content in tandem so that when you put on our gear, you are not just a body, you are part of the story. We need you because strength comes in numbers, and we want to raise the next generation of women to be excited about being strong.
Finding strength within ourselves will look different for all of us. And it should. If we only shed light on one path, we would never know all the remarkable things women have done (and will do). Can you imagine a world without Serena? Mia? Shalane? These women have bared it all on the brightest stage, and for better or for worse, it’s allowed us to see that no one, no goal, no achievement comes without resistance.
The reality is we’re all vulnerable, and we all start from a place that we don’t want to share with the world. We’re afraid that if we’re at square one, we’re already miles behind others.
We’re here to tell you that’s just not true, and most importantly that’s where you come in.
We won’t sell you short on just a snapshot. We want to lift you up and off of the screen. Help you build time for movement in your day by giving you the legging that will perform. Gear up to get going because you have places to be and goals to accomplish. Rely on yourself because you are a three-dimensional body that carries a unique experience with you. We know that you go to the gym to build strength in your body, because it will also lead you to find the ultimate strength in your voice. The confidence that will push you to share your story - even if you’re starting from square one.
We will dig deep together into your narratives, into our workouts and towards the pursuit of an endlessly active life.