Entrepreneur and owner of new athleisure brand, Alitah State.
Entrepreneur and owner of new athleisure brand, Alitah State.
Revie Jane is a well-known entrepreneur and content creator on the Gold Coast scene. She has just launched athleisure label, Alitah State. We sat down with her to chat about life, what drew her to fitness and the ins and outs of starting her own label.
How long have you been a Gold Coast local?
Originally from Brisbane, I made the move to the beautiful Gold Coast in 2010. I moved for love – cliche? Yes, but I’m not mad about it. Married for 11 years this year, so the move was a wise decision. I knew I liked the guy I met but, I didn’t know how much I would love the lifestyle on the Gold Coast. The amazing cafes, the coastal breeze, the sunrises, and the people- what wasn’t to love? So, I fell head over heels for the guy and the town and never looked back. Now, with a little family of my own, I couldn’t think of a better place to call home.
What do you love the most about the Gold Coast?
I have been privileged enough to travel to some of the world’s most beautiful beaches, Maui Hawaii, Aitutaki in the Cook Islands, Miami Beach in California USA, but whenever I’ve returned from these extraordinary places, it reinforces to me that the Gold Coast has the world’s best beaches. The water, the sun, the friendly families you meet along the coast, whose kids start playing with your own; nothing can beat it. Followed closely by the incredible array of restaurants and cafes. We have endless options of cuisines and talented chefs; we are spoilt for choice when date night rolls by.
A huge aspect I love about the Gold Coast is how active you can be while living here, the weather and the sunshine encourages you to get up early, so you don’t miss a beautiful sunrise. I love nothing more than waking up early to hit the pavement and see so many other walkers and runners going up and down Burleigh paths. It’s just such a beautiful atmosphere.
Tell us a bit about yourself.
From an early age, I knew that fitness and exercise was not just something that made me physically stronger, it also gave me clarity and improved my mental and emotional wellness. Once I had established this connection, I was passionate about helping others come to that realisation too. So, I started studying fitness, I became a group fitness instructor and started helping women specifically, feel empowered through moving their bodies.
Before I knew it, I had a community of women, who were showing up to group sessions each day and I truly felt like I had found my purpose. It was in 2013 that I opened my own Fitness Studio, CrossFit Babes Miami.
Instagram had just started around this time, and I was an early adopter. I started sharing the highs and lows of owning a business and started amassing thousands of followers. I’ve shown up online and shared parts of my life for the past 10 years. Although some weeks are challenging and I’ve definitely experienced some of the uglier parts of having an online presence, I can say wholeheartedly that being a content creator and having the community I do, has been very fulfilling.
You’ve just launched Alitah State, tell us a bit about this brand.
Alitah State is an athleisure label that is made from sustainable fabrics that is working it’s toosh off to also be size inclusive. We are currently offering sizes 8-18 and hope the by the end of 2023 to broaden.
All Alitah State products are made (with love!) in beautiful Bali, intentionally small batches, from sustainable, high-quality fabrics.
In our first capsule, we are offering four thoroughly thought-out designs in the colour ways latte and rose. Each piece has been tested through high performance workouts, long walks and even hot Pilates. It’s built to withstand it all and ensure you look good while doing it.
Alitah is a name with Old German origins, meaning ‘Strong Woman’, while ‘State’ offers two meanings, to have a specific mindset and to be a part of a community of people who are united by their beliefs and territory.
Alitah State is athleisure with brains and heart.
How did Alitah State come about?
Having fitness as a life pillar, has ensured I’ve tried and tested a massive amount of activewear and it’s become a huge part of my wardrobe. But there have been countless times, I’ve walked into a store or visited a website and exited empty handed because they didn’t have what I was after.
We shouldn’t have to sacrifice practicality for flattering designs. Struggling to find a brand that was ticking all the boxes, I started to get frustrated. Why couldn’t these multimillion dollar corporations care more about their practises? Why weren’t they being more size inclusive? Why are they still packaging their parcels with a bunch of marketing pieces that will go to waste? I got so frustrated I decided to do something about it.
In 2019 I started getting samples from manufacturers in China, and in 2020 I found the manufacturer we are with today located in Bali, Indonesia. Four years of perfecting designs, fabrics and colour ways, Alitah State was born.
What has been the biggest opportunity and/or challenge so far for you in launching Alitah State?
The biggest challenge we have found was finding a manufacturer who provides eco-conscious practises and fabrics while accommodating across broad size ranges. It felt like it was almost one or the other, being size inclusive or eco-conscious. The minimum order of quantities they had were unrealistic for a start-up and so we had to find someone willing to negotiate their starting point or exclude and piss off a large group of people. Luckily, we found the amazing manufacturers we have today, they’re willing to grow with us as we establish ourselves. While we aren’t where we want to be in our size range, I have confidence that we will be able to reach this soon as a matter of top priority.
What is the best piece of business advice that you have ever been given?
In business you’re going to want to give up a lot of times. Whether it’s unhappy customers, finance problems, manufacturing issues, staff conflicts, there is a plethora of problems. The only thing that is going to stop you from giving up as a connection to purpose and something that brings you joy.
A question I asked myself before I studied fitness, was ‘if money wasn’t an issue, what would I spend my time doing?’ Now, I did double-check and sadly, sipping cocktails with a book in hand poolside isn’t a job, *sigh* but, helping people find the bridge between self-respect and fitness was. So, I pursued that. And in some way, I don’t feel like I’ve strayed too far from the desire to share the message that each person is capable of more than they think.
As a busy woman and mother, how do you manage your time to really strike that work/life balance?
I’ve started to accept that balance is a bit of a myth. In my life at least, there are the tiniest blips where there is actual balance. Most of the time though, when my focus and presence is with my kids, my work is behind and if I’m killing it at work, then I’m absent at home. The myth that women can do it all is starting to retire and I am here for that. I can do a LOT but it’s okay to need help, it’s okay to delegate, it’s okay to say, ‘no, I am at capacity.’ We tend to do the things that are the highest priority, and accept that other parts may fall behind a bit. And making peace with that has been revolutionary.
How are you planning on spending this Mother’s Day?
Nothing beats morning cuddles in your pyjamas, while your little one cautiously carries you over a cup of coffee and the other little one hands you a present bought from the school Mothers’ Day stall. I am very lucky to have a wonderful husband who makes sure I get something a little more sturdy than some of those gifts and who also gives the gift every mum wants on Mother’s Day. Some me-time.
An hour on the sun bed, reading a fluffy romance is my idea of bliss.
What are your Gold Coast favourites…
Café/coffee spot: Palm Springs and Rafiki
Restaurant: Mr Hizola’s
Bar or place for a drink: Rick Shores
Beach: Miami Beach
How do you choose to spend your days off?
Where else but the beach? Catching some waves with the kids, finding shells to make sand cakes, reading a book under an umbrella, it’s honestly the best. Our problems seem to melt away when we’re in the ocean, and we find ourselves leaning into gratitude every time our feet hit the sand. There’s no place we’d rather be, than the Gold Coast.