Who we are
Our Story – NUI
NUI was born from a deep belief that every shape is beautiful. As a proud plus-size Polynesian woman, I created NUI because I saw a gap in the market—there simply weren’t enough activewear options for women like me. Women who are strong, curvy, and confident, but left out of the mainstream narrative of fitness and fashion.
In Māori, “NUI” means big, and I carry that word with pride. NUI isn’t just a size—it’s a statement. A celebration of our bodies, our cultures, and our bold presence in a world that too often tells us to shrink.
Our activewear is designed for NUI women—those of us with big bones, big energy, and big confidence. In a time where size 8–10 is treated like the standard, I’m here to say: that’s not the reality for many of us, especially for Polynesian women, who are naturally fuller, stronger, and beautifully built.
