It was 2007 when designer Candice Safdieh came up with the idea of leggings with an attached skirt. In the gym and on the street, Candice frequently saw women wearing legging and skirt combos that were mismatched and just plain sloppy looking. She immediately recognized a need for fashionable, well-made activewear that also met the needs of women who preferred to be modestly dressed.
Without delay, Candice drew up a design, sourced quality fabric and had a local factory produce the first 200 pieces. Just like that, Joyful Activewear was born. The first pieces quickly sold out, but rather than continue production, Candice chose to focus on motherhood for the next several years.
Snoga Athletics was launched in 2015, when Candice realized there still were very few quality activewear options to address the needs of woman from all backgrounds. Design and manufacturing promptly resumed and, from the beginning, Snoga’s introduction of attractive, modest activewear has attracted a huge following of like-minded women.
According to Candice, the most fascinating aspect of building a brand like Snoga is her daily interactions with women of varied cultures and backgrounds. She is moved every day by the stories and photographs they share. It’s more than just a business to Candice – she feels it’s a higher calling to build Snoga Athletics into a global leader that supports and unites woman.
Although Snoga women are from different races, cultures, religions, and they vary in size, age, and other demographics, they are all part of a greater identity…Womanhood. Candice feels that’s an inspiring group to be a part of!