The Return of Fitigues: A Tale of Entrepreneurial Resilience
The resurgence of Fitigues, an athleisure-inspired upscale casual brand, is a testament to the enduring spirit of entrepreneurship. After a tumultuous period under corporate ownership, the brand is back in the hands of its founders, Steve and Andi Rosenstein, who are reigniting their passion for creating unique and stylish apparel.
A Brand Born in Chicago
Steve and Andi Rosenstein's journey with Fitigues began in the vibrant city of Chicago in 1988. They envisioned a casual gym-inspired brand, blending comfort and style, at a time when athleisure was just gaining traction. Their initial success was remarkable, generating $1 million in sales in the first year and establishing a presence in prestigious department stores like Bergdorf Goodman.
The couple's entrepreneurial spirit and innovative approach to fashion caught the attention of Chico's, a retail giant, in 2001. However, their partnership with Chico's proved challenging, as the company's expansion plans clashed with the Rosensteins' vision. Despite their efforts, Fitigues began to fade under corporate control, leading to their eventual departure in 2008.
The Duce and R&R Surplus
During their hiatus from the fashion industry, the Rosensteins explored new ventures. They transformed a 1925 produce warehouse in Phoenix into 'The Duce,' a unique venue blending retail, boxing, and entertainment. This venture, operated by their son, showcased their adaptability and creativity.
In 2015, the couple launched R&R Surplus, a line inspired by nostalgic Americana sportswear and army-navy aesthetics. This venture allowed them to reconnect with their passion for apparel, but it was not without challenges. The Rosensteins had to navigate the complexities of the fashion industry, including the reluctance of major retailers to embrace their unique style.
The Call to Reclaim Fitigues
A pivotal moment arrived when two buyers from Nordstrom, a former retailer of Fitigues, visited 'The Duce.' This encounter led to a call from Laura Janney, the head of women's at Nordstrom, urging the Rosensteins to reclaim the Fitigues name and convert R&R Surplus into Fitigues. Nordstrom's interest in the brand reignited the Rosensteins' passion.
In April 2025, the Rosensteins made a bold move, buying back Fitigues from Chico's, which had been acquired by Sycamore Partners in 2024. This decision marked a significant turning point in their entrepreneurial journey, allowing them to regain control and shape the brand's future.
A Modern Fitigues
Today, Fitigues has evolved while staying true to its roots. The brand operates two shops, one in Scottsdale and another in Newport Beach, with an e-commerce platform and manufacturing operations in Los Angeles. The Rosensteins focus on maintaining the brand's high-end quality, utilizing premium fabrics like thermal and reverse fleece, and offering a range of stylish apparel, from jackets and hoodies to vintage-inspired pieces.
Andi emphasizes that Fitigues is not just about athleisure; it's about creating a chic, athletic-inspired look. The brand's target audience values quality and style, and the Rosensteins are committed to delivering an exceptional experience. With a strong online presence and a focus on their original markets, Fitigues is poised for continued success, offering a unique blend of comfort, style, and entrepreneurial spirit.
