Love & Fit is a women’s athleisure and maternity apparel brand founded in 2017 by entrepreneur Laura Berens. The company was created to address a gap in the activewear market: stylish, performance-driven apparel designed specifically for women during pregnancy, postpartum recovery, and early motherhood. Its mission is to empower women to feel confident, supported, and free to move through every stage of life by creating high-quality athleisure that blends performance, comfort, and style.

The idea for Love & Fit originated from a personal experience when Berens struggled to breastfeed while wearing a traditional sports bra during a workout. Realizing there were few functional yet stylish options available for active mothers, she designed a moisture-wicking nursing sports bra that combined athletic performance with breastfeeding functionality. This innovation became the foundation of the brand and sparked the development of a broader product line supporting women through pregnancy, postpartum, and everyday life.

Love & Fit focuses on creating apparel that adapts to women’s changing bodies and lifestyles. Its product assortment includes nursing and pumping bras, maternity and postpartum leggings, nursing tanks, and lounge sets. Key products such as the Everyday Luxe Pumping Bra, Cadence Nursing & Pumping Bra, Stay-Put™ Leggings, and Bamboo Mama Lounge Set highlight the brand’s emphasis on combining functional design with flattering, comfortable styles suitable for both workouts and daily wear.

The company operates through a multi-channel model led by direct-to-consumer e-commerce and supported by platforms such as Amazon, Target.com, and Nordstrom.com. Love & Fit has built a growing community through social media, influencer partnerships, and ambassador programs, and has received media recognition from outlets including Forbes, Women’s Health, Shape, and Parents Magazine.

With strong product margins, repeat customer engagement, and a pipeline of new product launches, Love & Fit is positioned to continue expanding its presence in the women’s athleisure and maternity apparel market while helping modern mothers feel confident, comfortable, and supported in every stage of their journey.