Introducing Jordan Veatch-Goffi, founder and designer of Doce Vida Fitness!!

She is a woman after my own heart..runner, cyclist, Pilates, yoga, tennis, fitness enthusiast- Jordan Veatch-Goffi! Part Brazilian and Part American, ex-corporate employee for Gap Inc. has founded an amazing brand of workout apparel, Doce Vida Fitness Inc.. As the designer and founder of Doce Vida Fitness, she has YOUR body in mind. Her designs are meant to flatter women with REAL bodies- NOT MANNEQUINS. “Brazil is a country known for its self assured, vibrant and sexy women and I wanted to bring this culture to women of the U.S. and beyond.” These clothes are a unique blend of stretch, 12% to be exact- which is more than most athletic apparel companies, moisture wicking, so sexy and stylish.

I have been corresponding with Jordan and here’s what I’ve learned so far..

“We are our own brand. Doce Vida launched within the fitness trade show circuit targeting the end consumer: Trainers, their clubs and their clients. We launched our online boutique and are currently expanding our wholesale accounts internationally. Having professional experience in the fashion industry, I have seen companies lose their customer base by changing their styles and image too frequently…Customers want stability. They want to know they can return to find their favorite style. This is the reason that Doce Vida always offers the same styles- never taking away, and only adding new styles.”

Doce Vida has gotten some amazing press lately. Some of you may have caught the article in Yoga Journal or the Oprah Magazine “Do What You Love” article (September 2007). These clothes have also been featured in Cooking Light, Prevention Magazine, PilatesStyle, Health, as well as several articles of Yoga Journal (September 2007, February 2008, March 2008). I particularly liked the Oprah article because it talks about how Jordan had an amazingly successful career working for Gap Inc. and left it because she had a vision- to create beautiful workout apparel for women (Men and Maternity, coming soon!).

What is your first priority when purchasing workout apparel for yourself? Is it style or fit? As I’ve gotten older and more opinionated on this subject, I’ve found that FIT is primary then style. It’s rare to find both qualities to be PERFECT and I believe that Doce Vida offers the most sharp, sexy, appealing workout clothes for women. I truly feel that when you look good, you feel good and you’ll want to go to the gym in these clothes.