Luxelethics

Defining the future of athleisure through brand, design, and authenticity.

THE CONTEXT

Built from the ground up, Luxelethics was created to redefine the essentials of movement, where premium design meets performance and comfort.

Born from the belief that “one size fits all” rarely fits anyone, Luxelethics introduced a new standard in studio socks: tailored sizing, luxury materials, and refined aesthetics designed for the modern movement enthusiast.

Featured Work

PIER 1

Elevating a heritage retailer through modern email marketing, social content, and storytelling that re-energized its digital presence.

DRESSBARN

Reimagining a legacy fashion brand with branded email marketing, website content, and campaign storytelling that built emotional connection online.

ARTIFORA

Building a resort-to-city fashion brand from the ground up: branding, Shopify strategy and design, and creative direction that defined its modern identity.

LUXELETHICS

Defining a premium athleisure label through full-scale brand strategy, Shopify experience, email marketing, and UGC-driven campaign storytelling.

LINENS N THINGS

Revitalizing a household name through targeted email marketing and lifestyle content designed to reconnect with modern consumers.

STEINMART

Refreshing an established fashion retailer with strategic email campaigns and digital content that drove engagement and conversion.

DISCOVER OUR SELECTED WORK

THE GOAL

To create a premium athleisure brand that blends functionality, form, and fashion, built to empower women to move beautifully, confidently, and authentically.

THE SCOPE

Brand concept, strategy, and positioning

Visual identity and packaging design

Shopify website strategy, design, and development

Email marketing and automated lifecycle setup

UGC campaign creative direction and execution

Event collaboration and experiential activation in Miami

Content creation for social, web, and campaigns

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WHAT WE DID

Brandworks Studios built Luxelethics from the ground up, transforming a single product concept into a fully realized brand ecosystem.

From defining the brand’s vision, values, and visual language to crafting a digital experience that feels as refined as the product itself, every detail was intentionally designed to balance luxury, comfort, and modern minimalism.

We led creative direction across all touchpoints—from the Shopify storefront and packaging to UGC-driven campaigns and a Miami-based collaboration event. The brand’s community quickly became its best storytellers: creators and customers alike who showcased Luxelethics as more than activewear, as an identity.

Luxelethics emerged as a case study in how thoughtful strategy, design, and storytelling can turn a simple product into a lifestyle movement.

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THE RESULTS

Built a premium DTC brand ecosystem from concept to launch

Achieved organic community growth through UGC and experiential marketing

Elevated the standard for sizing, storytelling, and style in the athleisure category

RELATED PROJECTS

ARTIFORA

Building a resort-to-city fashion brand that defines modern versatility.

PIER 1

Reimagining a household name for the new era of digital retail.