our mission
We’re on a mission so vital we had to invent a new word to describe it.
a$$piration [a-spə-rā-shən] noun
- The art of tuning out social media, advertising and other cultural noise to realize a hope or ambition of one’s own.
- The liberating awareness that there is no one-size fits all in fitness, richness or life.
- The pursuit of a juicy booty.
The A$$piration Project is a community and apparel line designed to encourage, support and uplift women at every life stage. We have three aims.
We aim to take back what it means to be aspirational. It’s not about being inspired by another person’s curated and seemingly desirable lifestyle. It’s about cultivating an ambition of your own. Get out from under the influence and into your own story.
We aim to spread the liberating awareness that success in fitness, prosperity and fulfillment is different for every single person. There is no one-size fits all. Decide for yourself what luxe looks like.
We aim to recalibrate subjective beauty standards. Looking good versus feeling good is a false dilemma. Pursue a strong, balanced body that will take you all the way through life feeling damn awesome. What could be more beautiful than that?
Our mission at the A$$piration Project is to help women uncover and embody their own unique ambitions in fitness, richness and in life, all while cheering on friends to do the same. We created our apparel line to embody these values and promote a sense of community. A$$piration Project apparel is 100% made in Canada from start to finish with our local business partners. By purchasing it you’re supporting our mission and by wearing it you’re boosting our grassroots growth, all while helping to ensure this supportive female-driven content stays free for everyone. Shop the Collection
Bonus: A$$piration Project apparel looks and feels great, both in and out of the gym!
VALUE 1
authentic
We don’t grift, spread harmful messages disguised as “wellness”, or pretend to have all the answers. What we bring are questions, curiosity and integrity.
VALUE 2
disruptive
We are making a ruckus to improve the cultural narrative around fitness, wellness, fulfillment and ambition. Because the current narrative needs to go. Like, yesterday.
VALUE 3
collaborative
Rather than criticize or compare, we encourage, share, and call bullshit on nonsensical norms.