Fabletics
Fabletics is an international active-lifestyle apparel brand combining direct-to-consumer e-commerce, a VIP membership program and physical retail.
Last updated August 21, 2026
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Overview
Fabletics is an active-lifestyle brand selling sportswear, footwear, accessories and related apparel for women and men. It was established in 2013 by Adam Goldenberg, Don Ressler and Ginger Ressler within TechStyle Fashion Group, a fashion and e-commerce incubator. The brand was designed around a data-led direct-to-consumer model: customers are encouraged to join a VIP membership program, receive access to member pricing and other benefits, and shop collections shaped in part by stated lifestyle and fashion preferences. The business combines online merchandising with physical stores, allowing the company to use digital purchasing patterns to inform retail inventory and assortment decisions. The brand gained visibility through its association with actress Kate Hudson, who became an investor and prominent face of Fabletics in 2015. Hudson held a reported minority stake and helped position the label at the intersection of performance clothing, fashion and celebrity-led lifestyle marketing. Fabletics subsequently broadened its offer beyond core leggings, tops and training garments. Dresses and swimwear were added in 2017, followed by footwear including slip-ons, lifestyle sneakers and workout shoes. The company later expanded into menswear, loungewear, tennis apparel, medical scrubs and digital fitness content. Fabletics began opening stores in 2015, starting in Bridgewater, New Jersey, and later expanding elsewhere in North America and Europe. Its store strategy has been integrated with its online operation rather than treated as a separate wholesale business. The company has described its retail technology platform, OmniSuite, as combining e-commerce, point-of-sale, order management and back-office functions. During the COVID-19 period, Fabletics shifted retail employees into broader omnichannel roles and was reported to have avoided the layoffs experienced by some other retailers. The brand’s partnership strategy has been unusually broad. It has worked with Kate Hudson on breast-cancer-awareness initiatives, Demi Lovato on the United Nations Foundation’s Girl Up campaign, Varsity Spirit, Hydrow, Tough Mudder, Kevin and Eniko Hart, Vanessa Hudgens, Lizzo, Ken Jeong and other public figures or organizations. These collaborations have supported new categories, audience expansion and cause-related marketing. In 2021, the company introduced the Fabletics Fit app, offering on-demand workouts, meditations and related content to members and paid access to nonmembers. In 2022, Lizzo and Fabletics launched Yitty, a separate size-inclusive shapewear venture associated with the brand. Fabletics has also faced criticism and legal scrutiny. In 2020, it apologized after offering a military discount only to men. A 2021 investigation into Hippo Knitting, a Lesotho supplier, reported allegations of sexual and physical abuse by factory management; Fabletics said it would work to remedy the situation, and production at that supplier stopped in May 2021. In 2025, consumers filed a California class action alleging that the VIP membership program and its promotional credits and automatic-renewal practices were misleading. The allegations concerned the company’s subscription and cancellation model, which has been a recurring point of consumer discussion. Fabletics remains an active international sportswear and lifestyle brand, with its identity built around membership commerce, frequent capsule releases, celebrity and fitness partnerships, and an integrated online-and-store retail network.
History
Fabletics was founded in 2013 by Adam Goldenberg, Don Ressler and Ginger Ressler under TechStyle Fashion Group. From the beginning, the brand used a digitally oriented membership model rather than relying primarily on department-store distribution. Its VIP program offered member pricing and benefits, while online questionnaires and purchasing data helped the company present products and outfit combinations adapted to customer preferences. The approach combined personalized merchandising with frequent product releases and was intended to make activewear a recurring lifestyle purchase. Kate Hudson joined the business in 2015 as an investor and highly visible ambassador. Her involvement helped Fabletics establish a mainstream fashion and entertainment profile at a time when leggings, performance tops and other athleisure products were moving beyond gyms into everyday wardrobes. That same year, Fabletics began opening physical stores, first in Bridgewater, New Jersey, and then in St. Louis and other North American locations. The stores were connected to the brand’s digital sales operation, with online demand trends helping inform physical inventory. The assortment expanded during the second half of the 2010s. Dresses and swimwear were introduced in 2017, followed later that year by footwear such as slip-ons, lifestyle sneakers and workout shoes. Fabletics also developed partnerships intended to reach specialized communities. Its 2017 collaboration with Demi Lovato supported the United Nations Foundation’s Girl Up campaign. In 2018, the company became an official activewear partner of Varsity Spirit and operated pop-up shops at Varsity competitions. The Varsity relationship was extended in 2020. In 2020, the company reported that it had exceeded two million members and $500 million in annual revenue; those figures are retained here as company-reported historical claims rather than independently verified financial data. The year also brought two notable developments. Fabletics apologized for a military-discount policy that excluded women, and it expanded into menswear with Kevin Hart as an investor and public representative. The company also announced a partnership with Hydrow under which Fabletics supplied apparel and members received access to special equipment pricing and related gear. Fabletics continued category and channel expansion in the early 2020s. It launched Fabletics Fit in 2021, giving VIP members access to digital workouts and meditation content while offering paid access to nonmembers. It added loungewear and created a velour capsule with Vanessa Hudgens. The company also partnered with Tough Mudder and pursued relationships with college athletes and tournaments to build its men's business. During the pandemic, retail employees were moved into omnichannel roles, and the company deployed OmniSuite, a cloud-based retail platform integrating commerce, point of sale, order management and back-office functions. Sustainability-related initiatives included carbon-neutral stores, reduced use of conventional plastic shipping bags and an Earth Day capsule using recycled or upcycled materials. Fabletics also entered resale through ThredUp. In 2022, Hudson moved from principal public face of the brand to an advisory role. Fabletics launched a tennis line and opened a store in Valencia, California. Its partnership with Lizzo produced Yitty, a separate size-inclusive shapewear business associated with Fabletics. In 2023, the brand entered medical apparel through scrubs promoted with actor and physician Ken Jeong. Other collaborations have included Maddie Ziegler, Kelly Rowland, Madelaine Petsch and Khloé Kardashian. The business has faced supply-chain and consumer-protection controversy. A 2021 Time investigation described allegations of serious abuse at Hippo Knitting in Lesotho, a supplier connected with Fabletics. The brand said it would work to remedy the situation, and production at the facility stopped in May 2021. In 2025, a California consumer lawsuit challenged aspects of the VIP membership program, including promotional-credit value and automatic renewal. These issues have placed the subscription model, which remains central to Fabletics’ commercial identity, under continuing scrutiny.
- 2023
Medical scrubs line launches
[1]Fabletics enters medical apparel with a scrubs line promoted with Ken Jeong.
- 2022
Tennis line launches
[1]The company introduces tennis apparel for women and men.
- 2022
Yitty partnership launches
[1]Fabletics and Lizzo launch the size-inclusive Yitty shapewear brand.
- 2021
Fabletics Fit app launches
[1]The brand adds on-demand workouts, meditations and other digital content to its membership ecosystem.
- 2021
European retail expansion
[1]Fabletics opens its first non-U.S. store in Berlin and follows with a United Kingdom pop-up.
- 2020
Menswear launches with Kevin Hart
[1]Fabletics expands into menswear with Kevin Hart as an investor and the public face of the new line.
- 2018
Varsity Spirit partnership begins
[1]Fabletics becomes Varsity Spirit’s official activewear partner and introduces competition pop-ups.
- 2017
Dresses, swimwear and footwear added
[1]The product range expands beyond core activewear into dresses, swimwear and several footwear formats.
- 2015
Kate Hudson joins as investor and public face
[1]Kate Hudson takes a reported minority stake and becomes the prominent face of a Fabletics line.
- 2015
Physical retail begins
[1]Fabletics opens its first store in Bridgewater, New Jersey, and begins building a store network.
Products and positioning
Fashion-oriented, inclusive and digitally merchandised activewear delivered through a membership-led direct-to-consumer model, with expanding physical retail and fitness partnerships.
Activewear · 2013
Women's activewear
Fabletics’ core women's range includes leggings, tights, sports bras, tops, jackets, shorts and coordinated outfits for training, running, studio exercise and everyday athleisure. Women's collections are released frequently, with the brand emphasizing outfit personalization, broad size availability and fashion-led color and silhouette changes.
Activewear · 2020
Men's activewear
Introduced in 2020, the men's business extends Fabletics into training shirts, shorts, joggers, outerwear and other performance-oriented basics. The launch was supported by Kevin Hart and was intended to diversify the customer base and establish a larger presence in men's fitness and lifestyle apparel.
Footwear · 2017
Footwear
Fabletics’ footwear assortment includes workout shoes, lifestyle sneakers and slip-on styles. It was added as the brand broadened from apparel into a more complete active-lifestyle wardrobe, with footwear sold alongside coordinated clothing collections.
Digital fitness · 2021
Fabletics Fit
Fabletics Fit is a digital fitness application offering on-demand workouts, meditation and related wellness content. VIP members receive access through the membership ecosystem, while nonmembers can obtain access through a separate paid subscription.
Sportswear · 2022
Tennis collection
The tennis line extends Fabletics’ performance assortment into court apparel for both women and men. It reflects the brand’s strategy of creating specialized capsules around particular sports and active communities.
Medical apparel · 2023
Medical scrubs
The medical scrubs line represents Fabletics’ move into professional apparel. It was launched in 2023 and promoted in partnership with actor and physician Ken Jeong.
Controversies
2025
VIP membership class action
A California consumer lawsuit alleged that Fabletics misled customers about VIP membership, including the value of promotional credits and automatic-renewal charges. The case followed broader multistate scrutiny of similar TechStyle membership practices.
2021
Alleged abuse at Hippo Knitting supplier
A Time investigation reported allegations from workers at Hippo Knitting in Lesotho, including sexual assault, physical abuse, verbal abuse, intrusive searches and punitive treatment by management. Fabletics said it would work to remedy the situation, and production at the supplier stopped on May 3, 2021.
2020
Gender-limited military discount
Fabletics apologized after a military discount was made available to men but not women, prompting criticism that the policy treated service members differently by gender.
Marketing campaigns
- 2022Sun-Daze by Vanessa Hudgens
United States
Hudgens designed a summer capsule influenced by early-2000s fashion and marketed under the Sun-Daze name.
Outcome. The collection launched in summer and was influenced by early 2000s fashion.
- 2022Yitty with Lizzo
United States
Fabletics partnered with Lizzo to introduce Yitty, a size-inclusive shapewear brand offering sizes from XS through 6X.
Outcome. Yitty expanded the brand's size inclusivity and attracted a broader customer base.
- 2021Kevin and Eniko Hart Collection
United States
The Hart Collection was presented as Fabletics’ first capsule designed for both men and women.
Outcome. The collection attracted both male and female customers and reinforced the brand's inclusive image.
- 2021Vanessa Hudgens Velour x Fabletics
United States
Vanessa Hudgens became a brand spokesperson and collaborated on a velour-focused collection.
Outcome. The collaboration enhanced the brand's fashion appeal and attracted new audiences.
- 2017Demi Lovato x Fabletics for Girl Up
United States
Fabletics collaborated with Demi Lovato on a collection connected with the United Nations Foundation’s Girl Up campaign.
Outcome. The collaboration supported the Girl Up initiative and expanded the brand's social impact.
- 2015Fashion Targets Breast Cancer pink capsule
United States
Kate Hudson and Fabletics supported Fashion Targets Breast Cancer through a pink capsule collection intended to raise awareness and support breast-cancer-related efforts.
Outcome. The campaign raised awareness for breast cancer and supported the cause.
Brand decisions
2022
Create Yitty with LizzoProduct launchBackground
Fabletics pursued adjacent categories and a broader size-inclusive proposition through celebrity-led brand development.
Action taken
The company partnered with Lizzo to launch Yitty, a shapewear brand offering an extended size range.
Aftermath
The partnership extended Fabletics' brand platform beyond conventional performance apparel.
2021
Launch Fabletics FitProduct launchBackground
Fabletics sought to connect apparel membership with recurring digital wellness engagement.
Action taken
The company launched an app with on-demand workouts, meditations and other fitness content.
Aftermath
The app added a service component to the brand's clothing and membership ecosystem.
2020
Expand into menswearProduct launchBackground
The brand wanted to broaden beyond women's activewear and increase its relevance among male fitness and lifestyle consumers.
Action taken
Fabletics launched a men's business with Kevin Hart as investor and public face.
Aftermath
Menswear became a continuing part of the brand's category and partnership strategy.
2015
Add physical retail to the online modelStrategyBackground
After establishing an online presence, Fabletics sought physical touchpoints and a way to connect stores with digital demand.
Action taken
The company opened its first store in Bridgewater, New Jersey, and expanded across North America and later Europe.
Aftermath
Fabletics developed an integrated store and e-commerce network and later deployed its OmniSuite retail platform.
2013
Adopt a membership-led direct-to-consumer modelStrategyBackground
Fabletics was created within TechStyle Fashion Group to combine personalized digital merchandising, recurring membership commerce and frequent activewear releases.
Action taken
The company established the VIP Membership Program, using member pricing and preference-based shopping as central parts of its customer proposition.
Aftermath
The subscription model became a defining feature of the brand and a continuing subject of consumer-protection scrutiny.
Recent events
Afterpay announces subscription installment service[5]
Reported:
Afterpay announced a service that will let customers pay for subscriptions in installments, with launch planned in the U.S. and Australia beginning early in 2022. The article names IPSY, BoxyCharm, Savage X Fenty and Fabletics among the initial merchants expected to offer the feature.
Fabletics launches Fabletics FIT[6]
Reported:
Fabletics announced the launch of Fabletics FIT, an app offering on-demand workouts, meditations and other fitness content.
Fabletics introduces Fabletics Men[7]
Reported:
Fabletics introduced Fabletics Men, a new activewear label. The label was scheduled to formally launch in late April 2020 and was to be sold online and in Fabletics retail locations.
Sources7 sources
- 1Fableticsen.wikipedia.org
- 2Time investigation of alleged abuse at a Lesotho garment suppliertime.com
- 3Fabletics VIP membership class-action reportclassaction.org
- 4Fabletics official websitefabletics.com
- 5Afterpay宣布订阅分期付款服务techcrunch.com
- 6Fabletics 推出 Fabletics FITtextileworld.com
- 7Fabletics 推出 Fabletics Menprnewswire.com
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