ABOUT THE UPSIDE
While the days are kept busy and one’s free time becomes fleeting, finding the hours to keep active and stay fit is put on the back burner. THE UPSIDE strives towards the philosophy of a healthy lifestyle made attainable through practical and stylish fashion that will have you looking chic during your workout, at work and for all day comfort.
Founded by Australian fashion icon Jodhi Meares, THE UPSIDE’s early ethos laid in establishing a bold brand that catered to sartorially sophisticated and time savvy individuals who led demanding lives but cherished their training. A fitness enthusiast herself, Meares found it difficult to find activewear to support her whilst training but also keep her looking stylish for afternoon meetings. THE UPSIDE was born to fill that void for women and men alike.
The key ingredient to THE UPSIDE’s refined approach is undoubtedly Meares’ extensive experience in the world of fashion. A notable model at the age of 15, Meares later went on host numerous television shows including Australia’s Next Top Model, before successfully establishing Tigerlily, a swimwear company that embodied the quintessential Australian boho chic aesthetic.
Moving on from one successful venture to the next, Meares established THE UPSIDE in 2014 to great acclaim. With one look you know those legs or that crop is THE UPSIDE. Admired for its uniquely refined prints and easy sleek style, THE UPSIDE rapidly gained a loyal following throughout Australia, which later followed through to the USA, The United Kingdom, and Canada. Known for its beautifully made body-sculpting tights, signature street chic muscle shirts and versatile recovery womens hoodies, the brand had soon covered all areas of the active life style.
In Australia THE UPSIDE was enthusiastically welcomed through David Jones, The Crown and General Pants Co and online at theupsidesport.com, as well as websites that have become meccas for active wear, such as Mode Sportif, The Iconic and Surfstitch.
As demand rapidly grew for its vibrant prints, THE UPSIDE launched their first pop-up store in Bondi Junction Westfield, and later a second pop-up store in Potts Point, Sydney. In December 2014, THE UPSIDE opened the doors to its flagship store in Bondi Junction Westfield, and in July 2015 they opened in the newely refurbished Miranda Westfield.
Gracing the pages of numerous publications including Elle Australia, Harpers Bazar, Vogue and Women’s Health, the brand was soon spotted on fashion and sports icons such as Candice Swanepoel, Kelly Slater, Kim Kardashian, Nick Youngquest, Rosie Huntington-Whiteley, Hayley Baldwin, Hilary Duff and Jestina Campbell, Perry Reeves and Jennifer Hawkins, to name a few.
Within a year of launching in Australia, THE UPSIDE had grained great traction, growing its reach around the world. The brand can now be found in some of the finest stores and websites from around the world, including Matches, Carbon 38, Net-a-Porter, Nordstroms, Lane Crawford and Selfridges.
In 2016, THE UPSIDE launched their widely anticipated menswear range, THE UPSIDE Man.
Rapidly becoming the go-to label for fashionable sportswear, THE UPSIDE has grown leaps and bounds in the short time since its launch. With a great deal in the works, and exciting seasons ahead, THE UPSIDE continues to demonstrate its significance as a leading luxury active wear label.
This campaign is about accepting who you are, just as you are. It’s not about the goals you have for the future, or your aspirations for something greater… it’s about loving yourself, in this present moment, just as you come.
These are 5 incredible women. Yes, they are beautiful. Yes, they are successful – but these women have a story (maybe a lot like your own) and we want to share their experience of self-acceptance, in the hope that it may give you the confidence you need to look at yourself in a new light.
THE UPSIDE thought long and hard when putting this campaign together. We wanted strong women from diverse backgrounds who would ignite ideals of self worth. THE UPSIDE is an activewear label that promotes a fit and healthy lifestyle, but first and foremost, we believe that true happiness comes from a healthy mind.
We want to know what you think. We want to know your stories. We want to hear what you love about yourself… so go ahead UPSIDERS - we’re all ears!
BE YOU - THE SECOND INSTALMENT
For the second instalment of THE UPSIDE’s Be You, we wanted to take focus on the diverse expressions of femininity as illustrated by two contrasting and beautiful female narratives.
Starring 38-year old French artist, author, former Olympian and the world’s first female-male model Casey Legler, is successful, strong and inspirational no matter which way you look at her. In a global first, Be You marks her first women’s wear campaign to date.
"This culture has a particular story about women and what that's supposed to look like. If you don't fit into that narrative then it's a struggle, no matter what end of the spectrum you land on. This is one of the reasons why Be You is helpful in that it widens space that women can take up. No matter what your version of femininity looks like it's fierce and brave as hell and that's the element Be You is honouring and celebrating. It speaks volumes that THE UPSIDE would include a female male model to be representative of femininity. It's been an honour and I'm thrilled,” said Legler.
Starring alongside Legler is New York based, West Australian model Tahnee Atkinson. Known for her bombshell proportions and laid back Australian attitude, Atkinson rose to fame as the winner of season five Australia’s Next Top Model (ANTM) praised by host Sarah Murdoch for her healthy body image.
"I feel fortunate to be able to embrace my figure, however I am highly aware of the pressures we put on women, especially young girls and so I was so excited to return to Australia for THE UPSIDE’s Be You campaign. To be part of something positive that celebrates diversity was such a privilege,” said Atkinson.
As part of Be You, THE UPSIDE will be donating 10% of profits from the month of July 2015 to Twenty10.
Twenty10 and the Gay and Lesbian Counselling Service of NSW (GLCS NSW) is a community-based, non-profit organisation working with people of diverse genders, sexualities, their families and communities providing a wide range of support services including case management, counselling, drop in, groups, accommodation, family support services, education, specialised training and regional support.
Shot by acclaimed photographer Jez Smith, THE UPSIDE’s second Be You campaign aims to broaden the conversation of what it means to accept yourself, and to encourage those around you to do the same.
Be apart of the conversation by tagging us on Instagram, Twitter & Facebook and by using the hashtags #BeYouTHEUPSIDE & #THEUPSIDE.