About Us
Welcome to Alura, where strength meets style. We're more than just a brand – we're a movement, designed to redefine the standards of athletic wear for girls who lift.
Our journey began from a simple realization: the athletic wear industry was saturated with clothing that was less than perfect for those who focused on building muscle. Shorts lacked the perfect fit, the right blend of comfort and durability, and, most importantly, the recognition of the beauty in strength.
That frustration fueled a mission to craft the ultimate pair of shorts – ones that encapsulate the best qualities from across the market, combining the best athletic technology into the ultimate piece of clothing. The result? A masterpiece of athletic wear that's not just about functionality but also aesthetics.
At Alura, we're on a mission to redefine what it means to be strong. We believe that muscles are beautiful, and strength is undeniably sexy. We're here to inspire a community of girls who lift each other up – both in the gym and in life. Whether you're a seasoned lifter or just starting your journey with fitness, our shorts are built to mold to your muscles as they grow. Our strongest self is when we are most alluring to opportunities and other beings.
Welcome to Alura, where strength is celebrated, muscles are embraced, and every woman is unstoppable.
- Erin Boddy, Founder