I’m honoured you're here to learn more about how and why Athletik Tween was born  - because AT is SO much more than a fashion brand to me and my family and we’re thrilled to share our story with you…

It all started during a run-of-the-mill shopping date with my two daughters, Aryana then 10, and Sahara, then 8. We were scouring the local shopping centre for athleisurewear for myself - but as our search continued and the day wore on, the girls became more and more excited to try and find similar athleisurewear pieces for themselves to align with mine.

As a born and bred French national (I moved to Australia over 20 years ago and married an Aussie!), carving out a unique sense of style is in my DNA - add to that the mother-daughter bond kicking in - and I couldn’t ignore what was glaring straight back at me - my girls were fast outgrowing kids' styles and patterns and yearning to carve out their own sense of style and they needed quality fashion pieces that catered to this.

We were smack bang in that super-tricky in-between phase of no-longer-a-child, not-yet-an-adult, where age-appropriate designs and high-quality garments were nowhere to be found. Then, like the first time I walked the cobblestone alleys of Le Marais, I was struck with awe and wonder: I have to create exactly the kind of designs my daughters are so desperately seeking.

As I dove into researching the fashion market, drawing on my business skills to get the wheels in motion as fast I as possibly could, I was driven by the motivation that our brand’s mission was not only to fill this enormous hole in the tween athleisurewear market - but to make sure that our designs help tweens feel seen, valued and confident by creating on-trend, breathable pieces that factor in the complex tween challenges of self-esteem, self-confidence and discovering their identity, all while living a very active lifestyle.

At such a pivotal time in their lives, we want tweens to feel noticed - to realise that they have a place in the fashion world. There’s nothing worse than going to the shops only to feel like there’s nothing that was made for you. Our high-quality, durable, small-batch drops (designed here in Australia) define our collections, which have been thoughtfully priced so your investment survives the frantic activities of tween life - and encourages a unique sense of individual style over mass produced fast-fashion (and of course, to do our bit to support eco-conscious fashion, with care for our planet).

My girls simply adore their AT ‘fits and, together, we hope to leave a legacy that empowers young women to take bold steps to be themselves, feel confident in who they are, and embrace the many gifts of living in alignment with the values of diversity and inclusion.

We think fashion has that kind of power - and we’d love you to get onboard our movement.

Yours in fashion and all things in-be-tween, 

Samira