Meet the Founders of KIJN: Sisters Redefining Comfort, Confidence, and Care in Activewear

Name: Kelsey Tyson

Title/Profession: Founder

Based in: United Kingdom

Business: KIJN | @wearekijn

When sisters Michelle and Kelsey set out to create KIJN, it wasn’t just about launching an activewear brand - it was about rewriting the rules of what comfort, representation, and wellness could look like. Born from Michelle’s lived experience with Endometriosis and PCOS, and Kelsey’s drive to see more diversity and honesty in the wellness space, KIJN is rooted in empathy and authenticity. Here, the founders share how their personal stories became a movement, the lessons they’ve learned, and the legacy they hope to leave behind.

1. You founded KIJN in 2024 together, inspired by deeply personal experiences - Michelle living with Endometriosis & PCOS, and Kelsey feeling underrepresented. Could you share the moment when you both realized this brand needed to exist? What changed for you then?

The moment came when Michelle was struggling to find activewear that accommodated her chronic conditions, and Kelsey noticed a lack of representation in the wellness space. We realised that our personal challenges were shared by many, and we felt compelled to create a brand that prioritised comfort, inclusivity, and emotional well-being. This realisation sparked a deep commitment to building KIJN as a solution for ourselves and others facing similar struggles.

2. How has your relationship as sisters shaped the brand - both in vision and in how you make decisions when things are tough?

Our bond as sisters has been the cornerstone of KIJN. It has fostered a deep trust and understanding, allowing us to navigate challenges with empathy and resilience. Our shared values and experiences have shaped the brand's vision, ensuring that every decision reflects our commitment to authenticity, inclusivity, and care.

3. You talk about “comfort that goes beyond the physical — emotional, empowering, and effortless.” How do you design or choose materials, cuts, and campaigns to honor people’s emotional experience (especially those with invisible illnesses)?

We prioritise fabrics that are soft, breathable, and gentle on the skin, considering the sensitivities associated with conditions like Endometriosis and PCOS. Our designs focus on providing support without constriction, allowing wearers to move freely and comfortably. Campaigns are crafted to resonate emotionally, showcasing real stories and fostering a sense of community and empowerment.

4. As you expand your size range (up to XXXL), perfect performance pieces, and reach more customers, how do you ensure you don’t compromise the standards you set — for fit, comfort, inclusivity?

We maintain rigorous quality control and continuously gather feedback from our diverse community to refine our products. Our design process involves extensive testing to ensure that every piece meets our high standards for fit, comfort, and inclusivity. We are committed to evolving without compromising the values that define KIJN.

5. What does “building a global community of women lifting each other up” look like in practice for KIJN? Can you share stories of people in your community whose lives have changed in small (or big) ways because of KIJN?

Building a global community means creating spaces both online and offline where women can connect, share experiences, and support one another. We've received heartfelt messages from individuals who have found confidence and comfort through our products, and some have even started their own initiatives inspired by KIJN's mission. These stories fuel our passion and drive.

6. For many, clothing is how they show up in the world. What does activewear do for identity, confidence, and self-acceptance? How do you hope someone wearing KIJN feels, beyond “just comfortable workout gear”?

Activewear is an expression of self. We hope that wearing KIJN empowers individuals to embrace their bodies and identities fully. Beyond comfort, we aim to instill a sense of pride and confidence, reminding wearers that they are worthy of care and respect, regardless of their circumstances.

7. In five or ten years, what do you hope KIJN has changed - in the activewear industry, in how women with invisible illness are seen, or even in wearers’ lives? What legacy do you want to leave?

We envision a future where KIJN has set new standards for inclusivity and emotional well-being in the activewear industry. We hope to have contributed to a cultural shift that recognises and supports women with invisible illnesses, leaving a legacy of compassion, authenticity, and empowerment.

8. For others who want to start a brand or movement that centers inclusivity, authenticity, and care - what is the most important piece of advice you would share? Something you wish you’d known at the beginning.

Stay true to your values and listen to your community. Authenticity builds trust, and inclusivity fosters connection. The journey may be challenging, but the impact is profound when you remain committed to your mission.

9. There’s a tension in modern culture between “performing strength” and allowing vulnerability, especially in wellness and fitness. What is your philosophy around vulnerability, strength, and being “real” in the wellness/fashion world?

We believe that true strength lies in vulnerability. Embracing our authentic selves - including our struggles - creates space for healing and growth. In the wellness and fashion world, being real means acknowledging that strength and vulnerability coexist, and both are worthy of celebration.

10. When you think about KIJN ten years from now, what do you hope your legacy will be — as founders, sisters, and women who chose to do things differently?

We hope our legacy is one of courage and compassion - pioneering a brand that challenged norms, uplifted others, and made a lasting impact on how women are seen and supported in their wellness journeys. As founders and sisters, we aspire to be remembered for our authenticity, resilience, and unwavering commitment to our community.

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