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Special K Rethinks Jeans Shopping With a Smart and Inspirational Marketing Campaign

Recently, a new (to me) commercial for Special K caught my eye. The commercial shows a number of different women entering a department store called “Rethink Your Jeans.” As they browse the racks looking for jeans to try on, they notice that there aren’t any sizes marked on the labels. A woman who works at the store emerges asking if she can measure a female shopper. As she wraps the measuring tape around the shopper’s waist she remarks “you are radiant.” There’s a shot of women’s feet under the doors in the dressing room exclaiming things like “I’m size strong” and “I like that size!”. Another woman adds, “Not seeing the number is so freeing!”

Simple text is shown on a white background reading “Let’s rethink what defines us” while a woman’s voice says, “To feel amazing, I think that’s what makes a woman beautiful.”

special k more than a number

I’ll be honest here. I’m not really a fan of Special K’s products and haven’t purchased any in recent memory. However, I really dig this commercial and its message. It might come off as a little cliche and cheesy but it resonates with me. Apparently the sizes written on clothing labels in certain stores are proportionately smaller than they really are in order to “flatter” the buyers. As someone who will avoid buying jeans one size larger because I don’t want to have to buy that next size up (even if they would be much more comfortable!) I know just how much power that number can hold over our minds. I know that clothes shopping would definitely be a more positive experience if the sizes on the labels were replaced with words like “inspiring” and “strong.”
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Wear Me Out Clothing, the Spanx of Workout Gear, is Worthy of Your Sweat

I’m pretty low maintenance for a girl in her early 30s. I love a good deal on clothes, I’m addicted to resale stores, and I have no qualms about off-brands. However, when I became a runner about seven years ago, I started to get a little picky about certain things.

wear me out racerback

Bottom line: when you are giving your all physically, you can’t expect the cheapest shoe, shorts, or tank to do the same. So, while you’ll see me in consignment jeans, you won’t catch me in a cotton tee or off-brand short when I’m running and working out. The big brands make products that make the sport easier and they are well worth the expense.

When Wear Me Out Clothing contacted us about testing some of their athletic gear, I hopped at the chance to see what other offerings were out there. The brand says it’s a fitness and lifestyle wear. They advertise many pieces of clothing and have a range of items, even items they call “crossover” wear. I was sent a mesh racer back sport tank and extreme cinch back leggings. The color and design were nice and I was excited see what made this company unique.
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Best of Fitbloggin 2013: Recap and Swag Bag Giveaway

My lunch on Friday, June 28 was the best I’ve had in a while. A roasted chicken sandwich with a basil aioli, lots of fresh veggies, and a table surrounded by new and old friends – it was exactly what high noon at Fitbloggin’ is supposed to look like. I was three meals in to this year’s conference when I could whole-heartedly say it was the best food that had ever been served at this event. And then, the noon hour entertainment pushed beyond anything we’ve seen at Fitbloggin’ before.

mizfit fitbloggin fashion show

I’d seen a fashion show on the schedule and admittedly balked. By the time the third person stepped on to the catwalk I was fighting back tears. I tweeted out that what was happening in that room was redefining strength and beauty. Organized by Emily Ho Sandford, women of every body shape and size graced the stage to rousing applause, often bearing nothing more than a bra and workout pants. They donned wares by Handful, Enell, and Reebok and showed that what was on the outside hardly defined what was on the inside.

If that fashion show didn’t set the tone for the weekend, I don’t know what would have.

It was the conference’s fourth year and proudly our fourth to be involved. This year, a special scavenger hunt with a hot prize awaited the more than 200 attendees. Every goodie bag had one of our token blue cowbells stuffed inside. But hidden around the conference center were five golden cowbells earning the recipient a seat at an upcoming Google+ Hangout with Biggest Loser’s Dolvett Quince. One winner announced she’d have to leave her husband, another was on the verge of tears, and all seemed to be on the cusp of exciting new detective careers!

dolvett dietsinreview cowbell
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Get the Fittest Look: Your Guide to Summer 2013 Fitness Fashion

Summer fitness wear

Whether at the gym, the jogging trail, or the yoga studio, it’s time for your workout wardrobe to change seasons. With summer we get to embrace a lot more color and dress down with fewer layers. From your head to your toes, we’re sharing our favorite fitness fashion for summer 2013.

1. Enell Sport Bra. Made for busty women who like to move, this sports bra by Enell will not fail you when you count on it most. We’re obsessed with our limited edition purple orchid bra and know you will be, too. $64-$66

2. Ellie’s Just Like Heaven Tank. Slight capped sleeves and crazy soft material make this the most comfortable workout top in our drawer. We love the not-too-pink color and the flattering fit that is customary of all Ellie pieces. $34

3. The Candy Factory Undies. If “They don’t ride up your butt” won’t get your attention, the super cute designs will. Muffin top-free waistbands, breathable microfibre fabric, and a little Lycra are the must-have panty for spinning, running, squatting, or down-dogging. $20
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$10 DietsInReview Bundle! Get a DIR T-Shirt and a Copy of Baker’s Dozen Cookbook

DIRTee

You’ve asked. We’ve listened. Starting today, our biggest fans can pick up a DIR T-shirt anytime they like. And because we always like to exceed your expectations, you’ll get a copy of our Baker’s Dozen cookbook, too!

The DIR Bundle is just $10, and you’ll receive:

  • An American Apparel T-shirt available in a few sizes and colors. They’re super soft, have little shrinkage, and are adorned with the blue flower that says you’re awesome…and care about your health.

Which Shirt Do You Want?


Orders process securely with Paypal.com. At this time we are only shipping to US addresses and are not able to ship international orders.

dir womens

Women’s-cut shirts are available in hot pink for small, sunshine yellow for medium, and bright green for large. These are much more fitted through the shoulders and waist. American Apparel calls this fine jersey short-sleeve shirt “The softest, smoothest, best-looking T-shirt available anywhere.” We tend to agree.

mens dir tees

Men’s/Unisex shirts are available in hot pink for small, sunshine yellow and baby blue for medium, bright green and baby blue for large, and ash grey for xl and xxl. For men and women, these shirts offer a more comfortable fit while still being American Apparel’s softest, smoothest T-shirt.

dir bakers dozenEvery order includes a copy of Baker’s Dozen!

We really love food that’s fresh, homemade, wholesome, and pretty. So we mixed all of that and whipped up our first e-cookbook, a collection of our 13 best breakfast and brunch recipes. You’ll be tempted in a guilt-free way to enjoy Blood Orange Basil Mimosas, Sweet Potato Parmesan Hashbrowns, Fig and Honey Breakfast Quinoa, and you can even preview the Chocolate Covered Strawberry Pancakes and Baked Apple Streusel Doughnuts. You’ll get the beautifully printed and spiral-bound version. When your friends really need a copy, they can download Baker’s Dozen here for 99 cents!

Order your DIR Bundle for just $10!


Which Shirt Do You Want?



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photos by Barrett Morgan