MICHI

MICHI is a women’s fashion-forward activewear brand founded in New York City.

Amid the pandemic’s disruption, I joined the MICHI team just as athleisure was becoming a cultural buzzword and disrupting the dress code.

In my role as lead copywriter, I shaped the MICHI brand voice to reinforce its position as an innovator in activewear—long before the category became crowded. Through a cohesive cross-channel strategy, I crafted messaging that seamlessly communicated the technical features and empowering feeling behind the product.

MICHI merges runway-inspired design with functional performance. I captured this core brand tension through clear, consistent, and confidently bold copy at every touchpoint.

Below is a small sample.

The Full Look

Customer reviews revealed a consistent theme—MICHI customers felt confident and put together when wearing matching sets.

I applied this insight to refresh product copy, homepage messaging, and merchandising, highlighting the value of the full look.