Squats & Tots Apparel

I started this apparel brand because I wanted fitness to feel fun, social, and balanced. It’s about eating freely, staying active, and creating a vivacious community through sports and movement. I developed every part of the brand, from its positioning and logo to its vibrant visual system, every piece of apparel, and Murphy! A bootylicious tater tot mascot who loves exercise and embodies the brand’s playful, self-aware personality.

I’ve paused the project for now, but I’d love to bring it back with a bigger focus on kids and youth, using community events and team sports to make movement feel like something they genuinely want to be part of.