As of December 31st, 2013, Fashletics will be retiring the words LIVE LOVE LIFT. It is a disappointing case of Big Company vs. Small Company. To be specific, Ann Taylor (ANNCO) feels that LIVE LOVE LIFT is too “confusingly similar” to their slogan “LIVE LOVE LOFT” (despite our best efforts to explain that the two companies and two slogans have nothing to do with each other conceptually).
The slogan LIVE LOVE LIFT has been an important part of the Fashletics identity since the company’s inception back in 2010. This is why I have decided to disclose this information in a public way in spite of the fact that it is probably an unconventional thing for a business to do. Being unconventional, being vulnerable, and being open and honest, are all attributes that I believe give Fashletics a heart and a soul.
Below is an excerpt from a blog written at the time the slogan LIVE LOVE LIFT was first used:
It is hard to overcome physical and emotional obstacles that seem to stand in the way of our dreams and goals. Sometimes it’s hard just get out of bed in the morning, and sometimes it seems impossible to fall asleep at night. So where do we find the strength?
For me, physical and emotional strength go hand in hand. Achieving physical goals, building strength, and learning new skills gives me the confidence to take on challenges outside the world of fitness. And I know it's not just me. As a CrossFit coach it has been incredibly rewarding to watch others gain strength and confidence by challenging their physical ability.
So when I say "LIVE • LOVE • LIFT" - yes - I am referring to the actual physical act of lifting your body, lifting weights, or simply lifting yourself out of bed when you would rather not. But the reason I am so passionate about physical lifting is not only because it makes you fit and healthy, it is because of the profound effect it has on your mind and spirit. So lift away my friends! Clean and jerk your way to happiness... I know I have!
-Fashletics Blog, October 24, 2010
As my little company grew, LIVE LOVE LIFT became synonymous with the name Fashletics. It was what I had dreamed of as an entrepreneur; the brand was becoming a movement, a lifestyle, a manifestation of what I believed in and what I wanted to share with my customers. The Fashletics “LIVE LOVE LIFT” movement was about inspiring others to find happiness through a dedication to health and fitness.
We’ve all faced competitors that are bigger or stronger than us, and this is what I love about physical training and exercise. Every time you attempt a heavier lift, try to beat a previous best, or practice a new skill, you are actually doing so much more than working out. Every lift, every stride, every failed double under or missed rep is a way of training your mind and spirit as much as it is about training your body.
So yes, this is the end of the road for LIVE LOVE LIFT. It’s sad. It’s sad to say good-bye to the words that shaped my brand and defined its mission for so long. But when you make facing challenges a habit, when you constantly practice going up against the best, you learn a strength and resilience that can get you through almost anything.
So what do we do now? Ironically, I will do exactly what the phrase LIVE LOVE LIFT inspired me to write about back in 2010. We will practice what we preach. We will continue to LIVE LOVE LIFT and inspire others to do the same, even if we have to find new words to do so.
LIVE LOVE LIFT products will be available until 12/31/13. We are offering free shipping on all orders over $50. Use the code NEWLOOK at checkout. Once the inventory is gone, it’s gone for good! We will be introducing a new look in 2014. Thank you for being a part of the LIVE LOVE LIFT movement! Click here to view the collection.