The idea of ES started in 2017. George Benzar was leading his own personal coaching program, when he realised that the clients were looking for a way to stay active and fit, and feel good about their bodies. With a wealth of brands already out there offering fitness wear, George wanted something different. An opportunity to create a movement around fitness fashion. Not just clothes that fit well and worded well for the gym, but clothes that made people feel good about their bodies no matter what their shape. Clothes that inspired them to want to push harder to work harder to get their bodies “Shredded”.
George was raised by a single mother and one of the things he reflected on, was how hard she worked. She never complained and she always provided food on the table for George and his other six siblings.
People often ask George who is your inspiration and what made you start this brand? For him it is simple - his mother made him who is he today, she taught him about hard work and dedication. Everything we bring to the ES brand and culture.