Leslie Denby grew frustrated at finding the right athletic clothes for the retail business at her brother's fitness studios in Houston, Texas. She was the buyer for the studio's clothing section and while she saw lots of options but many didn't have the fit or style she wanted.
Denby wasn't a complete newbie. She had worked at Chanel and had some fashion experience. “I wanted to create a clothing line that covered many needs from high-intensity workouts to yoga to athleisure,” she said. Denby named it DYI Define Your Inspiration based on the studio's name, Define Body & Mind. The sports line was initially sold exclusively at the studio, but now the brand is carried in 400 stores across the country and is starting to ship overseas.
Her brand has been called the next Lululemon because of their DYI leggings. Lululemon originally became famous for its yoga pants. The quality and fit of the bottoms propelled the brand to superstar status. DYI's leggings are on par with Lululemon. The high waisted leggings suck you in where you need it and smooth the spots that need smoothing. But the waistband doesn't dig in and is really comfortable.