FIRM ABS is a professional fitness apparel & accessories brand that serves fitness enthusiasts from all around the world. Every piece of clothing is designed and developed by our in-house team, breaking through the traditional ideas of fitness clothing. Combing function, aesthetics, and performance materials, we are on the cutting edge of the future of fitness-fashion. We have created a cost-effective model that lets our customers receive high-quality performance clothing without the high price.
At the beginning, it was just a personal customization of JuJu.
In 2013, when JuJu decided to change herself through fitness, the first thing she did was to choose the right sportswear. JuJu is a fashion expert. Her ideal sportswear should not only be suitable for professional fitness training, but also be fashionable and good-looking. She was very frustrated when she went through shopping malls and online shopping websites and didn’t find satisfactory ones.
Kevin, the husband of JuJu, is a fashion designer. Hearing about his wife’s troubles, he thought: since the dress can be customized, why not the sportswear? They started to design and make sportswear themselves.
What they didn’t expect was that their friends who were working out together began to ask for customized orders. With more and more requirements, JuJu and Kevin decided to make a professional female fitness brand, let more women wear such professional and fashionable sportswear, and firm abs was born!
In 2015, FIRM ABS was founded. It’s a professional brand for women’s sports and fitness. With innovation as the driving force, FIRM ABS is committed to creating more professional and fashionable high-quality sports and fitness clothing for women around the world, to meet the needs of training, yoga, running and other sports forms and daily wear!