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Bridging the gap between fashion and fitness for female the athlete. 

Heel-Side was created out of frustration shopping for sports apparel and equipment that was both fashionable and functional. Functionality and performance stood separate from style and fashion.  Reoccurring themes presenting pinks, purples, butterflies, and flowers were a far cry from what I wanted as an athlete and fashion designer. Fortunately athlesure intervened and within a span of five years workout clothing was transformed from a million dollar to a billion dollar market. Nearly every fashion brand released a line of workout centric clothing which granted all women their unique style equivalent in workout apparel.

But when we step outside that general training and gym target market and look into sports specific gear and apparel were presented with the same disconnect where functionality and performance stand at one end and fashion focused stylized centric pieces on the opposite. Hiking, rock-climbing, golf, biking, backpacking, and adventure travel (and so on, and so on). This market void is gaining attention and designers and brands are redefining how style is represented within each of these sports. We believe that the same athlesure bubble will soon be repeated. 

As this tipping point approaches, Heel-Side continues to provide curated content for the fashionable fit. We aim to inform readers about stand out brands, collaborations, gear, and leaders that are redefining how fashion plays a role athletic apparel and gear. Providing valued resources and educational opportunities to a community of like minded model athletes. 

Heel-Side is here to allow women access that is fashion forward never compromising technical performance or functionality.  We play hard and we look good doing it. 

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