The story
Being an entrepreneur saved my life.
In 2018 I was lost. I had worked in almost everything — events, sales, administration, a marketing agency — and none of it fit. The only place my head went quiet was the gym in Martínez, six days a week, two or three hours a day. I started therapy at the same time. Between those two things, the fog began to lift.
In the middle of that year, Lovfit was born. Love and fit. I never wanted to just sell clothes — I wanted to pass on the thing that had saved me: #ActitudPositiva. Do something that disconnects you from your problems and reconnects you with yourself. You don't have to be an athlete. It was always about self-love and looking inward.
It went badly at the start. I put my small savings into fabric, and the seamstress who made the first garments didn't have the machines she'd claimed. The seams came apart on my first customers. So I bought plain black fabric, cut up the ruined pieces and combined them into new ones, and found the workshop that still makes everything for Lovfit today.
Get back up as many times as it takes. That isn't a slogan for me — it's just what the work required.
Then the pandemic, which strangely made the brand grow. We handed our platform to trainers who had lost their studios, brought in psychologists and nutritionists, and ran free classes for the community. We sewed face masks from the same fabric as the leggings and gave one with every order. And we donated with every sale to Enbarriarte, a community kitchen in San Isidro. That was the moment Lovfit stopped being clothing and started being a community.
In 2021 I opened the first store, and the wholesale orders reached the whole country. It was the proudest year of my life, and privately the hardest. I lost my grandmother that year — the woman who raised me, and who helped me decide how the brand should look before she went. Lilac was the colour we both loved. That's why the logo is lilac, and why the palette was never up for discussion afterwards.
On April 7th, 2022, I closed the store. It crushed me, and something underneath told me it was happening for a reason. Three days later I was talking to friends in Miami, and something in me said: go. I booked a flight for the following month. In May I left.
In November 2022 I rebuilt the brand — new logo, new image, same essence. Then came the part nobody posts: adapting, getting tired, going quiet for a long while. I stopped trying to make Lovfit louder and started asking what it was actually about. The answer had been in three drawings the whole time — becoming, summit, connect. Not a ladder. A cycle that keeps turning.
So Lovfit came back as what it always was underneath: not a fitness brand, a philosophy about staying in motion. Fit for the life you're building, always. The first thing I made from that place was a journal, because the practice that held me together was sitting down and being honest with myself on paper.
If we were lost in the middle of a forest, we'd use a compass. It always points north. Argentina is south of here. I'm still holding the same needle.
If any part of this sounds like your own life, then the journal was written for you — and so is everything that comes after it.
— Julieta
Siempre estás volviendo a vos. (You're always returning to yourself.)