Trained in field of Applied Mathematics and Computing, Estelle never imagined herself venturing into the fashion or fitness industry. But, as with many entrepreneurial journeys, hers was shaped by a mix of personal experiences, curiosity, and a determination to solve real problems for people like herself.
Today, Estelle is the founder of HWOOFIT, a Malaysian-based activewear brand designed to make workout apparel more functional, inclusive, and budget-friendly for everyday women.
Her path from numbers and algorithms to leggings and sports bras was anything but linear, but it’s exactly that journey that shaped her mission – and will potentially lead to exponential growth.
High Performance Sports Apparel That Looked Good Don’t Have To Be So Expensive
Estelle’s interest in activewear began during her university days when she first got interested in yoga. Like many beginners, she needed a comfortable sports attire for her sessions, but also wanted to look and feel confident. When she started browsing for appropriate fitness gear, she was shocked by the price tags.
A full set of quality activewear, including high-waisted leggings and a supportive sports bra, easily cost RM450 or more. For a university student in Malaysia, that was nearly two months of rent!
The lingering frustration eventually turned into a personal challenge: would she be able to create activewear that looked good and performed well, but didn’t break the bank for buyers?
Determined that the two needs were not mutually exclusive, she started-up HWOOFIT.
Selling, Learning, Iterating, And Selling More
Without a fashion or sporting background, Estelle started where many self-taught entrepreneurs begin: small. She began sourcing affordable, ready-made activewear from suppliers in China, ordering in small quantities, and selling them through platforms like Carousell and Facebook Marketplace.
It wasn’t glamorous or filled with market blitz, but it was effective. She used this initial phase to learn what her customers liked, what they didn’t, and understanding the gaps in the market. Through every sale, return, and customer feedback, she picked up insights that would later influence the core designs of HWOOFIT.
As her confidence grew, Estelle transitioned from reselling third-party brands to co-developing pieces with her suppliers. Eventually, she made the leap to creating her own line of activewear, designed from scratch, tested for performance, and tailored to real customer feedback.
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Solving Real Problems For Women
What sets HWOOFIT apart isn’t flashy branding or celebrity endorsements, it’s a relentless focus on practical comfort and affordable pricing. Estelle and her team design each piece with real bodies and real movement in mind.
They’ve addressed common frustrations like waistbands that dig in, designs that cause chafing, material that dig into their crotch areas, or leggings that become see-through during squats.
Both fit and feel are tested extensively before launching a product line, with feedback from customers constantly shaping the next iteration.
Rather than chasing seasonal trends, HWOOFIT prioritises consistency, trust, and lasting comfort, building a loyal customer base in the process.
Financial Discipline From Day One
HWOOFIT’s launch was funded with a RM20,000 loan from the Malaysia Women Entrepreneur Society. From the beginning, Estelle focused on staying lean, prioritising product quality rather than investing heavily in marketing or packaging.
The team also adopted the “Profit First” approach: splitting revenue into designated accounts for things like operations, taxes, inventory, profit, and salaries. This gave the business a strong foundation for sustainable growth and prevented financial surprises.
Over time, those profits were reinvested into better designs, higher-quality fabrics, eco-friendlier materials, and an improved customer experience.
From Dropshipper To Brand Owner
Moving from dropshipping to in-house product development brought new challenges Estelle never considered. MOQs (minimum order quantities), expensive and time-consuming sample rounds, and production delays made things stressful, especially with a limited budget.
When unexpected situations arose, Estelle chose to be honest with her customers, communicating transparently about delays or changes.
As a naturally introverted founder, she also leaned into her strengths, storytelling, visuals, and authenticity, while hiring people better than her to manage HWOOFIT’s content and social media presence. This allowed her to stay visible and connected to her community in a way that felt natural.
The Road Ahead: Expanding Products And Community
Looking ahead, Estelle wants HWOOFIT to grow into more than just another fitness apparel brand. Plans are in the works for a physical space where women can connect, work out, and support each other at different stages of their fitness journey.
From the feedback Estelle has gathered, HWOOFIT is also expanding into modest activewear to cater to the needs of Muslim women, as well as developing innerwear and comfort-first apparel that promotes self-care and mindfulness.
At its core, HWOOFIT’s future lies in supporting women beyond clothing, by building confidence, inclusivity, and community.
For those thinking about starting something of their own, Estelle offers a simple but powerful reminder: “Start before you feel ready — but stay true to yourself along the way. Don’t build something just because it looks good on the outside — build something that feels right on the inside.”
Her journey is a testament that you don’t need a perfect background, a lot of money or all the answers to create something valuable. What matters most is building with purpose, listening to your community, and leading with values that genuinely reflect who you are.
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