About American Fitness Couture


American Fitness Couture is an environment-friendly, ethically responsible, premium activewear Company, founded, designed and run by women, made for ALL women! We get the design and functional inspiration for our crossover, fitness to fashionable apparel from ‘listening to women.’ Women want it all…and deserve it! Women, with busy, multi-tasking, active lives, want chic, upmarket and dual-purpose apparel that's affordably priced for working out and everything else in between.

Our Philosophy: Our company name, ‘American Fitness Couture,’ speaks to our vision of quintessential women’s fitness to fashion apparel, which meets the demand of a busy, contemporary American lifestyle – designed for multi-function, multi-venue, day to night activity, with conscious, responsible manufacturing practices to protect mother earth, save water and reduce carbon footprint.

American: Our roots are sown in Los Angeles, CA. We are an all-American made brand. We. Support “Made in the USA” in a sweatshop-free, fair trade, employee valued, wage fair environment. Clothing made with good intention feels good!

Fitness: Our mantra, ‘Wear It Well!’ Fitness clothing should move and breathe with your body as you move. Fitness couture begins with having ONLY the most high-performance quality as well as superior, luxurious fabrics that hug every BODY with a perfect fit!

Couture: Who says fitness wear is only for the gym? Our aspiration, at the heart of our design, is all-purpose functionality; fitness wear that’s meant to be lived in for any and all occasions; be dressed up, dressed down or even slept in. We believe comfort, fashion and style are mutually synonymous when it comes to workout wear.

Founder -Linda LaRue, RN, MEd, ATC

Our story is a heartfelt one, driven by the desire to be the change in women’s apparel. For those particularly who don’t exercise, part of the battle of getting to the gym is feeling good not only in your skin but in your clothes. Linda LaRue has been a ‘core guru’ and a top Hollywood A-list celebrity fitness trainer for over two decades. She has developed a very successful line of fitness videos and fitness equipment to help her clients and others stay on top of their game. Linda’s Core Transformer exercise program has proven to be a quick and effective way for both men and women to improve their core muscle strength and overall health.
As a trainer spending hours daily in the gym, Linda was consistently hearing women’s dissatisfaction with fitness apparel – clothes that had too much sag, bag, too loosely woven (peek-a-boo!) and/or quickly showed wear and tear, losing shape and style. The other major complaint she heard was finding well-made, comfortable and flattering apparel to fit the ‘imperfect’ body but made you feel confident and fabulous when you wore it. “I have an athletic build, I’m certainly not a size 4 or even a 6,” says LaRue, however, I’m fit! “I have never met a woman who didn’t want to feel amazing in her clothes, including when she exercises---this quest has turned into a multi-billion dollar industry.”

In 2013, Linda made an abrupt career change and founded American Fitness Couture, fueled the desire to create an environmentally driven brand that would meet the multiplicity needs, specific to women in the fitness crossover to street fashion wear. On a deeper, more essential level, Linda believes when it comes to both health and the motivation to be fit, it matters not only what you put into your body, but also what you put on your body. Creating high quality, ethically made line, American Fitness Couture, would fill this niche.