Since 2019 - beyond 2177
Our story
FXYFIT was created to be a lifestyle brand that serves as a standard and beacon that guides us towards the vitality of life and fitness (irrespective of age), by changing our “behaviors and beliefs”.
In our technology space, we will place focus on the app technologies that increase awareness about fitness performance and guide users to the knowledge that augments fitness and health perceptions and understanding.
In our fashion space, we strive to create refined, timeless and ageless pieces that evoke introspection and serve as a reminder of the ‘beliefs & behaviours’ that guide us to BE FXYFIT.
Why the Name FXyFIT
The name FXYFIT is an Acronym for Forever X Young Forever In Training. This phrase became an idiom in the mind of the owner Giorgio, as a counter-epistemic fortification against those who would refer to his age or age in general as though it were some boundary or litmus test to one's physical readiness or span of life. Being 44, he had never felt a day older than 21, fit, fashionable and happy to be alive. He knew that others must have felt the same way irrespective of their age. He thought where in society is the representation that feeling of vitality, passion, and drive that we (anyone out of their 20’s) feels for fitness and fashion embraced and normalized.
People are bombarded a majority of the time with the subscriptions society has of what age is; this can cause people to choose to hide their age. Even before starting FXYFIT, Giorgio always viewed age as nothing more than a number - indicating how many times one has been around the sun or the number of their Earthly tenure. Society has a tendency to create epistemic boundaries that control perceptions and interpretations about truth. Giorgio wants to emancipate all humans from those boundaries. FXYFIT is that freedom.
