Maui Biz Introduces “Every Wear” Fitness Clothing Concept

By Maui Now Staff

Althea Harper in Crossover fitness apparel. Courtesy photo.

A Maui business has introduced a clothing concept in which fitness attire doubles as fashionable clothing, dubbed “Crossover.”

The concept is being handled by online-only retailer Turn it On, based out of Maui and operated by resident Juetta West. The pre-launch trunk show took place in Ka’anapali on Nov. 15.

According to West, fitness apparel design has traditionally centered on fabrics and basic styling, but not fashion. The idea with Crossover, she says, is to be able to throw on a jacket, jewelry and shoes over Crossover apparel and look “dressed up” rather than wearing something that shouts “I just came from the gym.”

Crossover fitness pants. Courtesy photo.

Partner Alitha Harper is a Project Runway finalist, and created the line for Turn It On by “combining high quality performance fabrics with on-trend fashion.”

West says the new line had its photoshoot and video shoots here on-island with Maui photographer Lauren Garceau and Maui videographer Dave Berry.

Tops average around $85, pants $105 and skirts $90. A photo gallery of items can be found at the website.