DF.ORIGINAL

What DF.ORIGINAL does

DF.ORIGINAL (also operating as Designed for Fitness) is a women's sportswear and activewear brand founded in 2015 by Sole Proprietor Anton Yevhenovych Danilov and registered in Kharkiv, Ukraine, with creative direction led by Kateryna Danilova, a Master of Sports in rhythmic gymnastics trained at Polimoda (Italy) and Central Saint Martins (UK). The company designs and sells athletic apparel across categories including leggings (with sub-variants for bikershorts, shorts, capri, and skirt-shorts), jumpsuits and bodysuits, tops (sports bras, t-shirts, tank tops, dresses, rashguards), outerwear (jackets, hoodies, windbreakers), underwear, swimwear, sleepwear, and accessories, with over 20 themed collections such as Flashback, Dopamine, Dominant, Bloom Matcher, Padelgirl, Naked, and Ecstasy.

The underlying product technology is built on certified Italian Lycra Sport fabrics, Econyl recycled materials, and proprietary injection printing technology intended to preserve color and image sharpness over time. The business operates a direct-to-consumer e-commerce model across five country-specific domains (Ukraine, Poland, Europe, Spain, France), supplemented by a franchise and wholesale distribution network covering 10 countries and 10+ monobrand retail stores in Greece, Moldova, Kazakhstan, Uzbekistan, Latvia, Ukraine, and South Africa. Revenue is generated through unit-priced retail DTC sales (with free shipping above $150), wholesale partnerships (minimum $500 investment, no premises required), and monobrand franchise stores (minimum $30,000 investment with premises required). The company is bootstrapped with no disclosed external funding and is structured as a sole proprietorship.

Name

DF.ORIGINAL

Legal name

Sole Proprietor Anton Yevhenovych Danilov (ФОП Данілов Антон Євгенович)

Website

https://dforiginal.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

DF.ORIGINAL is a Ukrainian-founded women's sportswear and activewear brand (founded 2015) that designs and sells leggings, jumpsuits, tops, outerwear, swimwear, and accessories via DTC e-commerce across five country domains, complemented by 10+ monobrand franchise stores and 20+ wholesale partners in 10 countries.

Ownership category

akta.pro rank

Product category

Women's Athletic Apparel

NAICS

Apparel Manufacturing (315), Sporting Goods Retailers (45911)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Athletic / Performance & Activewear Brands (CRAAAAAD)

akta.pro secondary industry

Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)

Keywords

• Women's sportswear
• Fitness clothing
• Athletic apparel
• Yoga wear
• Activewear

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Online sales of sportswear products through company-owned e-commerce platforms across multiple country-specific domains. One-time purchase model with free shipping threshold at $150.
2. Wholesale: B2B wholesale partnerships for selling goods on online platforms (Instagram, Facebook, marketplace), multi-brand online and offline shops and showrooms. Minimum investment from $500.
3. Franchise: Monobrand boutique franchise model with opening in shopping centers or central city streets. Work on ready-made business model with investment from $30,000.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

DF.ORIGINAL designs, produces, and sells women's sportswear, fitness clothing, yoga wear, and outdoor athletic apparel. The product range includes leggings, bikershorts, jumpsuits, sports bras, tops, outerwear, swimwear, underwear, accessories, and sleepwear, organized into themed print collections. The brand sells direct-to-consumer through its own e-commerce sites and a network of monobrand retail stores, and also operates a franchise and wholesale partner program.

Product overview

DF.ORIGINAL is an online women's athletic wear brand founded in 2015, operating as a single unified e-commerce platform rather than a modular software product. The product portfolio centers on women's sports and fitness apparel including core categories: leggings (with sub-varieties like bikershorts, shorts, capri, and skirt-shorts), jumpsuits/bodysuits, tops (sport-bras, t-shirts, shirts, dresses, rashguards, bodysuits), outerwear (jackets, hoodies, windbreakers), underwear, swimwear (launched summer 2018), accessories, and sleepwear. The brand differentiates through proprietary print collections (Flashback, Dopamine, Dominant, Bloom Matcher, Padelgirl, Naked, Ecstasy) and limited collaborations like Sasha Tattooing, using certified Italian Lycra Sport fabrics and injection printing technology to ensure quality. The company operates over 10 monobrand stores across 7 countries and serves international customers via dforiginal.com with free shipping over $150. The brand positions itself at the intersection of feminine design, functional athletic wear, and bold prints for both professional athletes and fitness enthusiasts.

Differentiator

Problem solved

Functional benefit

Brands

• Flashback: A sportswear collection featuring vibrant prints and colorful designs.
• Dopamine
• Naked
• Padelgirl
• Ecstasy
• Bloom Matcher
• Perform PRO
• Dominant
• PRO
• SASHA TATTOOING
• Eclipse
• Savage
• Elle
• Majestic
• BlackCore
• MONOCHROME
• Basic
• SUPERSOFT
• Premiere
• Axis
• Drama

Products and services

• Leggings Full-length compression leggings available in standard, high-waist, and printed styles, made with certified Italian Lycra Sport fabrics. For women engaged in fitness training, yoga, padel, tennis, and gym workouts.
• Bikershorts Above-knee biker-style shorts with high waist and compression fit, some with mesh panels for breathability. Designed for training and active lifestyle use.
• Shorts Standard athletic shorts for training and casual wear.
• Capri
• Skirt-Shorts Hybrid garment combining athletic shorts with a skirt overlay for feminine athletic styling, suitable for tennis, padel, and training.
• Jumpsuits Full-body athletic jumpsuits and bodysuits with various sleeve and leg styles, designed for fitness, tennis, padel, yoga, and casual wear.
• Sport-bra Supportive sports bras and crop tops with compression effect, made from hypoallergenic fabrics with moisture-wicking properties.
• T-shirts Athletic t-shirts and tops in crop, long-sleeve, and standard cuts, made from Italian Lycra Sport fabrics.
• Shirts Sleeveless athletic shirts and tank tops for training.
• Dresses Athletic and casual dresses blending fitness functionality with feminine styling.
• Rashguards Long-sleeve athletic tops for sun protection during outdoor water sports and training.
• Bodysuit Form-fitting athletic bodysuits with seamless construction.
• Jackets Lightweight athletic jackets for warming up and outdoor activities.
• Hoodies Athletic hoodies available in various colors and prints, some with mesh details.
• Windbreakers Lightweight wind-resistant outerwear for outdoor training.
• Sports Underwear Sports underwear and thong-style bottoms designed with moisture-wicking fabrics. Non-returnable per consumer protection law.
• One Piece Swimwear Full-body swimsuits from the beach collection, made with Italian Lycra Sport fabrics. Non-returnable per consumer protection law.
• Bikini Two-piece swimsuits from the beach collection. Non-returnable per consumer protection law.
• Swimwear Tops Swimwear top pieces mix-and-match with bikini bottoms. Non-returnable per consumer protection law.
• Athletic Bags Athletic bags and gym bags for carrying workout gear.
• Athletic Gloves Athletic gloves for weight training and other gym activities.
• Fitness Belts Fitness belts for waist support during training.
• Athletic Socks Athletic socks for training and everyday wear.
• Baseball Caps Sports caps for outdoor training and casual styling.
• Hair Ties Hair ties and scrunchies for keeping hair in place during workouts.
• Sport Bands Resistance bands for strength training exercises.
• Sleepwear Sleepwear and loungewear collection for rest and recovery.
• Flashback Collection Signature collection featuring vibrant candy-themed prints available across multiple product categories including leggings, bikershorts, shorts, jumpsuits, sport-bras, and headbands.
• Dopamine Collection Bold print collection featuring bright, energetic colorways like lime and hotpink, available in jumpsuits and athletic wear.
• Dominant Collection Minimalist collection with waist-accentuating designs and front zipper details, available in black and gold colorways across jumpsuits with various sleeve lengths.
• Bloom Matcher Collection Color-matching athletic collection for tennis, padel, and active lifestyle, featuring coordinated colorways across shorts, jumpsuits, and tops in vanilla calm, mint breeze, and chili fire variants.
• Padelgirl Collection Paddle tennis and padel-specific athletic wear collection including leggings and tops designed for court sports.
• Naked Collection Minimalist collection featuring seamless and nude-inspired designs in leggings and tops.
• Ecstasy Collection Vibrant collection in bright pink and lime colorways, available in swimwear and athletic pieces.
• Sasha Tattooing Limited Collection Limited collaboration with tattoo artist Sasha Masiuk featuring unique print-mix designs combining skulls, mandalas, and peonies on leggings, jumpsuits, and tops. Includes extra-high waist fit with black waistband and fixator for extra compression.
• Wholesale Partnership Program B2B wholesale partnership allowing resellers to sell DF.ORIGINAL products on online platforms (Instagram, Facebook, marketplace) and in multi-brand offline stores and showrooms. Minimum investment from $500, no premises required.
• Monobrand Boutique Franchise Monobrand boutique franchise with a ready-made business model for opening Designed for Fitness stores in shopping centers or central city streets. Investment from $30,000 with premises required. Currently over 10 stores operating in Greece, Moldova, Kazakhstan, Uzbekistan, Latvia, Ukraine, and South Africa.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature4 records

Partnerships

Five partnerships are on record, tiered minor.

• SECTA Run ClubminorGTM or Marketing Partner · 1 January 2024Co-host of FLEX FEMME event at TSUM, a community fitness event gathering women who choose mindful movement and harmony with their bodies. The event featured stretching sessions led by Daria Stavnycha, Master of Sports, nutritionist, and influencer.
• DeeplyminorGTM or Marketing PartnerEvent partner for FLEX FEMME at TSUM, contributing to the atmosphere where participants could be themselves.
• FiziminorGTM or Marketing PartnerEvent partner for FLEX FEMME at TSUM.
• FlorasecretminorGTM or Marketing PartnerEvent partner for FLEX FEMME at TSUM.
• Cosmo.DrugsminorGTM or Marketing PartnerEvent partner for FLEX FEMME at TSUM.

Scale indicators5 records

Recent moves9 records

Expansion highlights4 records

Direct peers

• Alo Yoga: Premium women's activewear and athleisure brand selling direct-to-consumer with strong print/design identity and expansion into yoga, training and lifestyle. Closely comparable to DF.ORIGINAL on feminine-design-led positioning and DTC-first model.
• Outdoor Voices: DTC women's athletic and recreational wear brand emphasizing technical fabrics, community-driven marketing and a distinct design point of view. Comparable on DTC-first women's activewear positioning and design-led differentiation.
• Carbon38: Premium women's activewear multi-brand retailer and private label with strong fashion-technical crossover. Comparable to DF.ORIGINAL's wholesale/multi-brand presence combined with branded product for the active-women segment.
• Sweaty Betty: Women's-focused activewear brand with its own retail stores, strong print/seasonal collections and DTC e-commerce. Comparable to DF.ORIGINAL on women's sportswear focus and physical-retail + DTC omni-channel strategy.
• Gymshark: DTC-led women's and men's athletic apparel brand built through social/fitness-influencer marketing with strong European distribution. Highly comparable to DF.ORIGINAL on GTM motion, target customer (active women), and category focus.
• P.E Nation: Women's activewear brand distinguished by bold prints, color-blocks and sport-luxe aesthetic. Highly comparable to DF.ORIGINAL's print-driven sub-collections (Flashback, Dopamine, Ecstasy) and women-first positioning.

Broad incumbents

• Lululemon: Global premium women's athletic apparel incumbent with strong DTC, retail and franchise/wholesale presence. Provides the broader competitive backdrop against which DF.ORIGINAL is positioning its print-driven, fashion-led differentiation.
• Adidas: Global sportswear incumbent with women's training, yoga and lifestyle collections distributed via DTC, retail and wholesale. Comparable as a broad incumbent in the same activewear categories (leggings, sport bras, outerwear) that DF.ORIGINAL competes in.
• Nike: Largest global sportswear brand with rapidly expanding women's-specific product lines (Bras, leggings, training). Comparable to DF.ORIGINAL as the dominant incumbent competing for the same active-women customer across product categories.

Emerging players

• FP Movement (Free People Movement): Activewear sub-brand of Free People targeting women with fashion-forward athleisure. Comparable to DF.ORIGINAL on feminine aesthetic and overlap with yoga/lifestyle/training categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/dforiginalcom
• Instagraminstagram.com/df.original
• LinkedInlinkedin.com/company/df-original

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DF.ORIGINAL