Wear Moi
Wear Moi is a privately-held dancewear brand founded in 1992 that designs, manufactures, and sells ballet apparel and accessories for women, men, and children through DTC e-commerce, two flagship stores, wholesale, and authorized retailers.
- Company typePrivate
- Founded1992
- HeadquartersLa Garde, France
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Wear Moi does
Wear Moi is a privately-held dancewear company founded in 1992 that designs and distributes ballet and classical dance apparel for women, men/boys, and girls. Its product catalog spans leotards, dresses, skirts, tights, ballet shoes (pointe and soft), unitards, biketards, warm-up wear, activewear, underwear, and accessories, organized into multiple branded collections such as Precieuse, Illusion, Coquette, Empire, Envol, Tagada, Mademoiselle, Nuit Cristalline, and Atelier des Fleurs. The company operates proprietary DTC e-commerce storefronts (wearmoi.com for global customers, wearmoi.us for the US) on Shopify with multi-language support, supported by a Custom by Moi service that allows customers to choose model, fabric, and finish for bespoke leotards, dresses, unitards, and related garments.
The business combines owned DTC e-commerce, two company-operated flagship retail stores (Toulon, France and Chicago, USA), a B2B wholesale portal (btob.wearmoi.us), an authorized retailer network, and an outlet channel offering discounts up to 75%. Pricing is unit-based, with leotards priced in the $53.90-$82.90 band and tights in the $17.50-$18.50 band; free shipping is offered over $75, PayPal Pay in 4 is available at checkout, and a 30-day return window is published. Marketing is concentrated on Instagram (@wearmoidancewear and @wearmoichicagostore), email newsletter, a Wear Moi Rewards loyalty program, a referral program, and Shop Social user-generated content.
Customer demand is fragmented across individual dancers, dance schools, studios, and resellers; no large enterprise customers are disclosed and no financial information (revenue, headcount, funding rounds, ownership, or management team) is publicly available in the source materials. Operational data shows a 4.4/5 rating from 1,082 verified reviews and active product refresh cadence with seven named collections launched in 2025.
Wear Moi firmographics
Firmographics- Name
- Wear Moi
- Website
- https://wearmoi.com
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Short description
- Wear Moi is a privately-held dancewear brand founded in 1992 that designs, manufactures, and sells ballet apparel and accessories for women, men, and children through DTC e-commerce, two flagship stores, wholesale, and authorized retailers.
- Ownership category
- akta.pro rank
Wear Moi industry classification
Industry- Product category
- Dancewear and Ballet Apparel
- NAICS
- Apparel Manufacturing (315), Clothing and Clothing Accessories Retailers (4581), Shoe Retailers (45821)
- SIC
- Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Athletic / Performance & Activewear Brands (CRAAAAAD)
- akta.pro secondary industry
- Yoga, Pilates & Studio Wear Retail (CRAMACAE)
Keywords
Where Wear Moi is headquartered
LocationHeadquarters
- HQ city
- La Garde
- HQ country
- France
- HQ region
- Europe
Offices2 records
Markets served
Wear Moi business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: Direct-to-consumer online sales through owned e-commerce storefronts (wearmoi.us, wearmoi.com) offering full product catalog including dancewear, ballet shoes, accessories, and custom orders.
- Retail Store Sales: In-person sales through company-owned flagship stores in Toulon, France and Chicago, USA.
- Wholesale Distribution: B2B sales to authorized retailers and dance schools through wholesale access portal.
- Outlet/Discounted Sales: Discounted inventory sales through outlet section with up to 75% off on selected items.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Leotards - $53.90 to $82.90 |
| Unit Pricing | Pay-as-you-go | Tights - From $17.50 to $18.50 |
| Unit Pricing | Pay-as-you-go | Dresses and Skirts - Various price points |
| Unit Pricing | Pay-as-you-go | Outlet items - Up to 75% off |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels6 records
Wear Moi product offering
Product offeringCore offering
Wear Moi designs, manufactures, and sells classical ballet and dancewear including leotards, dresses, skirts, tights, ballet shoes (pointe and soft), tops, shorts, unitards, biketards, dance belts, warm-up wear, activewear, underwear, and accessories for women, men/boys, and girls. The brand offers a Custom by Moi bespoke design service enabling customers to select model, fabric, and color for personalized leotards, dresses, skirts, tops, shorts, and unitards. Products are distributed globally through owned e-commerce stores, two flagship retail locations, an outlet channel, authorized retailers, and a B2B wholesale portal.
Product overview
Wear Moi is a dancewear brand offering a comprehensive portfolio of ballet and dance apparel and accessories for women, men/boys, and girls. The core product line includes leotards, dresses, skirts, tights, ballet shoes (pointe and soft shoes), tops, shorts, unitards, biketards, dance belts, warm up wear, activewear, underwear, and accessories. The company operates through multiple sub-brands and collections including the premium Precieuse Collection, Custom by Moi (customizable dancewear), Illusion Collection, Coquette Collection, Empire Collection, Envol Collection, Tagada Collection, Mademoiselle Collection, FlexiFit Support, Plus Size Collection, and an Outlet section with discounted items. Additional offerings include gift cards, a loyalty program (Wear Moi Rewards), wholesale B2B access, and two flagship stores in Toulon, France and Chicago, USA. The company also publishes an annual catalog and maintains a strong social media presence featuring customer photos.
Differentiator
Problem solved
Functional benefit
Brands
- Custom by Moi: Custom personalization service allowing customers to choose model, select fabrics, and create custom dancewear designs
- HAXO - SOLO
- Collection Precieuse
- Petunia
Products and services
- Leotards Core dancewear product line of leotards available for women, men/boys, and girls in multiple styles, colors, and fabrics for classical ballet classes, rehearsals, and performances.
- Skirts Dance skirts for women and girls in various styles and colors for classical ballet classes and performances.
- Tights Dance tights including footed and footless styles in various colors such as Classique Light Pink Footed (DIV01) and Classique Black Footless (DIV60).
- Ballet Shoes Ballet footwear including pointe shoes and soft ballet shoes (stretch and non-stretch) for women, men/boys, and girls. Includes the HAXO-SOLO soft ballet shoe for men/boys launched in 2025.
- Dresses Dance dresses for women and girls in various styles and colors for classical ballet performances and recitals.
- Tops and Shorts Dance tops and shorts for women, men/boys, and girls for warm-up and class wear.
- Unitards Full-body dance garments for men/boys including customizable Custom by Moi options.
- Biketards Cycling-style dance garments for men/boys available in core and customizable Custom by Moi variants.
- Dance Belts Support garments designed for male dancers.
- Warm Up Wear Warm-up garments including jackets, pants, and accessories for women, men/boys, and girls for pre-class and rehearsal use.
- Activewear Active dancewear for women, men/boys, and girls including training and practice apparel.
- Dance Underwear Invisible dance underwear for women and girls designed to be worn discreetly under leotards and costumes.
- Dance Accessories Dance accessories including bags, keychains, hair accessories, ribbons, elastics, and comfort/support items for women and girls.
- Custom by Moi Bespoke dancewear design service allowing customers to choose model, select fabrics from a curated options library, and create personalized dancewear including leotards, dresses, skirts, tops, shorts, unitards, and biketards for women and men.
- Collection Precieuse Premium dancewear collection for women and girls featuring elegant designs and high-end fabrics.
- Illusion Collection New 2025 collection featuring illusion-style dancewear designs for women.
- Coquette Collection New 2025 collection featuring feminine dancewear designs for women.
- Nuit Cristalline Collection Limited edition collection featuring crystalline-inspired designs for women.
- Tagada Collection New 2025 collection featuring dancewear designs for girls.
- FlexiFit Support Support-focused dancewear collection featuring FlexiFit Support technology for enhanced comfort and fit.
- Plus Size Collection Extended size dancewear collection for women offering inclusive sizing across leotards, tops, and other apparel.
- HAXO - SOLO Soft Ballet Shoe Soft ballet shoe designed for men/boys, featured as the HAXO - SOLO product line.
- Outlet Collection Discounted dancewear and accessories with up to 60-75% off for women, girls, and men including leotards, dresses, skirts, tights, activewear, warm-up wear, and accessories.
- Wear Moi Gift Cards Digital gift cards available for purchase on the Wear Moi website for use across the catalog.
- Wholesale B2B Access B2B wholesale portal at btob.wearmoi.us enabling dance schools, studios, and retailers to access wholesale pricing and ordering with dedicated support.
Companies that use Wear Moi
Customer profileSegments4 records
Ideal customer profiles4 records
Wear Moi technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature2 records
Wear Moi partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- ShopifycoreE-commerce platform powering wearmoi.us and wearmoi.com websites. Enables online storefront functionality including product catalog, shopping cart, checkout, and order management.
- PayPalcorePayment processing partner offering Pay in 4 installment option for customers with no interest charges. Integrated as payment option at checkout.
- InstagramcoreSocial media platform used for brand marketing, customer engagement, and community building. Brand maintains active presence with @wearmoidancewear and @wearmoichicagostore accounts showcasing products and customer content.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Wear Moi competitors and assessment
Company assessmentDirect peers
- Bunheads: Bunheads, owned by Capezio, produces dance accessories such as ribbons, elastics, toe pads, and bags. It overlaps with Wear Moi's accessories category and shares the same dance-school wholesale channel.
- Mirella: Mirella is a dancewear brand offering leotards, skirts, dresses, and warm-up apparel targeting studio and competition dancers. Comparable to Wear Moi's women and girls collections across multiple price points.
- Capezio: Capezio is a long-established American dancewear and footwear brand offering ballet shoes, leotards, tights, and accessories. It is the most direct competitor to Wear Moi, with comparable product categories and a similarly loyal base of dancers and studios.
- Bloch: Bloch is a leading global ballet and dancewear brand producing pointe shoes, ballet flats, leotards, and dance apparel. It directly competes with Wear Moi in the same core categories and serves a similar dancer and dance-school customer base.
- Eurotard: Eurotard is an American dancewear brand offering leotards, tights, skirts, and warm-ups. It is a direct competitor in the studio and recital dancewear segment where Wear Moi also operates.
- Grishko: Grishko is a Russian-founded manufacturer specializing in pointe shoes, ballet slippers, and dancewear. Comparable to Wear Moi through its specialization in classical ballet footwear and apparel for professional and student dancers.
- So Danca: So Danca manufactures and distributes dancewear and dance footwear for ballet, jazz, and contemporary styles. It is a direct peer through overlapping product offerings in leotards, tights, and ballet shoes sold via wholesale to dance schools.
Emerging players
- Gaynor Minden: Gaynor Minden is a specialty pointe shoe brand that has carved out a niche in performance-driven ballet footwear. Comparable to Wear Moi through its focus on dancer-specific innovation, though narrower in product scope.
Broad incumbents
- Nike: Nike is a global athletic apparel incumbent producing performance apparel and dance-specific footwear lines. It does not specialize in classical ballet but competes in adjacent activewear categories where Wear Moi's activewear collection also competes.
- Lululemon: Lululemon is a broad athletic and activewear incumbent that competes with Wear Moi in the dance/studio activewear category. While not a dancewear specialist, it overlaps in the activewear collection space and targets female consumers seeking performance apparel.
Market position
Strengths5 records
Weaknesses2 records
Competitive moat3 records
Key risks3 records
Key highlights7 records
Customer concentration
Wear Moi social profiles
Digital presenceWear Moi financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wear Moi leadership team
Management profileNumber of profiles
Wear Moi funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wear Moi M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wear Moi
What does Wear Moi do?
Wear Moi designs, manufactures, and sells classical ballet and dancewear including leotards, dresses, skirts, tights, ballet shoes (pointe and soft), tops, shorts, unitards, biketards, dance belts, warm-up wear, activewear, underwear, and accessories for women, men/boys, and girls. The brand offers a Custom by Moi bespoke design service enabling customers to select model, fabric, and color for personalized leotards, dresses, skirts, tops, shorts, and unitards. Products are distributed globally through owned e-commerce stores, two flagship retail locations, an outlet channel, authorized retailers, and a B2B wholesale portal.
Is Wear Moi a public or private company?
Wear Moi is a private company. It is classified as unknown and is currently operating.
When was Wear Moi founded?
Wear Moi was founded in 1992.
Where is Wear Moi based?
Wear Moi is headquartered in La Garde, France, in the Europe region.
How does Wear Moi make money?
Four revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Store Sales, wholesale Distribution and outlet/Discounted Sales.
Who are Wear Moi's main competitors?
Direct peers on record are Bunheads, Mirella, Capezio, Bloch, Eurotard, Grishko and So Danca. Gaynor Minden is listed as an emerging player. Broad incumbents are Nike and Lululemon.
Does Wear Moi have an API?
No public API is recorded for Wear Moi.
What industry is Wear Moi in?
Wear Moi's product category is Dancewear and Ballet Apparel. Its primary akta.pro industry code is CRAAAAAD, Athletic / Performance & Activewear Brands, with a secondary code of CRAMACAE, Yoga, Pilates & Studio Wear Retail. Its NAICS code is 315 and its SIC code is 2300.