All Fenix

All Fenix, written ALLFENIX by the company, is an Australian activewear brand founded in Melbourne in 2015 by Georgia Sackville and Jason Seidl. It specializes in Pilates clothing, and its contribution to the intimates drawer is the sports bra: a range of wireless, hardware-free bras cut for reformer classes, sold alongside leggings, tanks, tees and jackets. The brand calls itself "Cult Australian Pilateswear" and claims to be worn by more than 1,000 Pilates instructors in Australia.

A Melbourne label built around one exercise

Most activewear brands design for running or the gym and then market the same pieces to every other discipline. All Fenix went the other way and narrowed its focus to Pilates. The company describes its pieces as "reformer-engineered," and the phrase is specific about the problem. A reformer class involves lying on a moving carriage, rolling through the spine, reaching overhead and pressing through straps and springs. Clothes that are fine on a treadmill can ride up, dig in or press a clasp into the back.

The brand's answer, as set out on its about page, is a set of design rules: waistbands "specifically designed to provide support," "hardware-free construction," and "fabric built to move the way instructors need to be seen moving." That last phrase is the clever one. A Pilates instructor's clothing is part of the teaching, because students watch the line of the body to copy it. Fabric that hides the spine or bunches at the hip makes the job harder.

The tagline on the homepage, "Designed in Melbourne, made to be worn everywhere," says where the design happens. The company does not say where its garments are manufactured, and this entry does not guess.

The CloudCore sports bra range

For a lingerie encyclopedia the interesting part of the catalog is the bra wall. Every style on the sports-bra page is built from the brand's CloudCore fabric, which All Fenix describes as "impossibly soft, breathable and sculpting exactly where it counts," with "light-to-medium support and a weightless feel." These are low-impact bras by design. Nobody needs a high-impact running bra on a reformer, and the range does not pretend otherwise.

The current styles show how much variety can be wrung from one fabric and one support level:

• a High Neck Racer, the most covered of the set;
• a Low Impact bra in black, Double Espresso and Rose Quartz;
• a Split Strap style;
• a Contrast Double Layer bra in two-tone colorways such as Double Espresso with Rose Quartz;
• a Y-Back bra, which the brand stresses is "hardware-free by design," with no clasps or underwires;
• a Scoop Neck Racer Back.

All are sold in sizes XS to 3XL, at roughly 68 to 79 Australian dollars. Back design does most of the work of telling them apart. The racerback and Y-back keep straps from sliding off the shoulder during arm work, and both leave the shoulder blades free, which matters in a discipline that keeps asking the shoulder blades to move.

Readers comparing this kind of garment with soft everyday bras will find the line between a light sports bra and a wireless bra blurry here. CloudCore bras are made to be seen, in the studio and on the street, and many buyers wear them as everyday tops.

Instructors as the sales force

All Fenix runs a Pilates PRO Program that connects instructors directly to the brand and gives them early access to new releases. The tactic is old in sportswear and well suited to Pilates. A studio class is small, the instructor stands at the front for an hour, and students ask where the leggings came from. Turning instructors into early adopters makes every class a fitting room.

The brand also leans on the idea that Pilates clothes should leave the studio. Its slogan "Pilates. Regardless. In-studio. Off-studio." is aimed at the same customer who has made leggings and bra tops acceptable streetwear over the past decade.

Where All Fenix fits

Australia has produced a string of activewear brands since the 2010s, and Melbourne has more than its share of boutique reformer studios. All Fenix grew up in that setting and chose a single discipline over a broad gym market. The store now prices in Australian, US and Canadian dollars, euros and pounds, so the brand sells well beyond Melbourne. Its bras are not lingerie in the lace-and-satin sense, but they belong in the history of the soft, wireless, wear-it-anywhere bra that has taken over so much of the intimates market. The bra wall at All Fenix runs to six CloudCore styles, every one of them without a single hook or wire.

Last updated October 7, 2026