AWF Clothing

photos: IG @michelleghunder

The AWF clothing brand was developed as something easy and empowering for everyone to wear to training.

AWF tees, tanks and hoodies are comfy and functional, perfect for working out! 

At the forefront of this movement is Sabina Turner.

She has always been anti gyms and found a real gap in the market for Women to come together and be active.
As a result she created Alternative Women's Fitness in 2012.

"I want to be part of a world where Women thrive!"
Women came swarming from all over Melbourne in response to her call, all seeking something different.

As her legion of Rockn' Women grew, providing them with alternative playwear was an organic progression.

This was made possible by her extensive design background and her real passion to collaborate with local designers.

It started with a couple of t-shirt designs she produced for the gals to wear to training, and thanks to the massive reaction she received.

Sabina launched an online platform 'Superheroine' (recently merging with AWF online platform for a one-stop-shop) for all Women to find something alternative to wear.
Redefining the meaning of 'active lifestyle',
Sabina offered tops suitable for training or struttn' out and about while creating a sense of belonging for likeminded Women.

Also, launching The CLUBhouse, is just another step closer to fulfilling her Mission;
to design places in everyday life where Women unleash their animal spirit.
'The CLUBhouse - houses all the gear so you can come and try on in real life' - say Sabina

As one of the head designer(s) for 'house brand' Superheoine and Collab DRS X AWF; Sabina keeps offering fun playwear options for Women to smash around town.

Inspired by the Northside of Melbourne, after all, this is where all the action is with the Alternative Women's Fitness project, the first lot of tanks were produced for gals to feel empowered while claiming their hood! Sabina has become notorious for her sixth sense and great understanding of what women want, often before they even realise it!
She truly is a Superheroine!

If you see her around give her a high five and have a chat!...