The journey behind the brand

Purefit was born out of a passion – a passion for fitness, fashion and creativity. The founder, Aye Alhassani, has always had a close connection to fitness. It has been a central part of her life, a source of strength, balance and joy. At the same time, her love for fashion and design has always been strong, and with her background as a graphic designer, there was a natural eye for detail, aesthetics and quality.
Despite this passion, there was a recurring challenge. Aye was always looking for workout clothes that were both long and stylish – clothes that could combine style with function. But what was available on the market often lacked the right fit or did not meet her desires for design and length.
"I realized that if I felt this way, there must be others out there with the same problem," says Aye. "The need is great, and I thought, 'I'm sure I'm not the only one who wants workout clothes that look good with a longer fit.'"
With that insight and a strong desire to create something better, Aye took matters into her own hands. She created Purefit – Sweden's first Active Longwear. Workout clothes that meet the need she herself has been missing in the market for so long. Purefit is the solution to her problem and an opportunity to give more women the opportunity to feel confident, comfortable and stylish when they exercise.
Today, Purefit is more than just a brand. It is a celebration of everyone who strives for balance between style and function in their everyday lives, and a reminder that even small ideas can grow into something big when passion and need meet.

Purefit - Redefining Comfort

At Purefit, we are passionate about providing workout clothes that truly make a difference. We strive to redefine comfort by creating garments that combine style and function with the highest quality materials. Our clothes are designed to provide a flattering fit and longwear properties, so you can always feel both stylish and comfortable - no matter how intense or long your workout is.
We believe that comfort is about more than just how a garment feels; it's also about how it makes you feel. That's why we focus on using materials that support your performance, last over time, and allow you to move freely. Our garments are created to boost your confidence and help you achieve your goals, whether you're working out at the gym, at home, or somewhere in between.
With Purefit, redefining comfort is about pushing the boundaries of what workout clothes can be – garments that allow you to perform at your best without compromising on style, function or quality.