Company n.a.
Country Australia
Telephone n.a.
Market Segment Premium
Core Business Active Wear

The Upside Financial Report

Official Websites

The Upside website
The Upside ecommerce

Official Social Media

Brand Description




Jodhi Meares

Head Designer

Jodhi Meares


While the days are kept busy and one’s free time becomes fleeting, finding the hours to keep active and stay fit is put on the back burner. THE UPSIDE strives towards the philosophy of a healthy lifestyle made attainable through practical and stylish fashion that will have you looking chic during your workout, at work and for all day comfort.

Founded by Australian fashion icon Jodhi Meares, THE UPSIDE’s early ethos laid in establishing a bold brand that catered to sartorially sophisticated and time savvy individuals who led demanding lives but cherished their training. A fitness enthusiast herself, Meares found it difficult to find activewear to support her whilst training but also keep her looking stylish for afternoon meetings. THE UPSIDE was born to fill that void for women and men alike.

The key ingredient to THE UPSIDE’s refined approach is undoubtedly Meares’ extensive experience in the world of fashion. A notable model at the age of 15, Meares later went on host numerous television shows including Australia’s Next Top Model, before successfully establishing Tigerlily, a swimwear company that embodied the quintessential Australian boho chic aesthetic.

Moving on from one successful venture to the next, Meares established THE UPSIDE in 2014 to great acclaim. With one look you know those legs or that crop is THE UPSIDE. Admired for its uniquely refined prints and easy sleek style, THE UPSIDE rapidly gained a loyal following throughout Australia, which later followed through to the USA, The United Kingdom, and Canada. Known for its beautifully made body-sculpting tights, signature street chic muscle shirts and versatile recovery hoodies, the brand had soon covered all areas of the active life style.

In Australia THE UPSIDE was enthusiastically welcomed through David Jones, Rebel Sport, Hazards, and General Pants Co and online at, as well as websites that have become meccas for active wear, such as Stylerunner, Stylerunnerman, Mode Sportif and Surfstitch.

As demand rapidly grew for its vibrant prints, THE UPSIDE launched their first pop-up store in Bondi Junction Westfield, and later a second pop-up store in Potts Point, Sydney. In December 2014, THE UPSIDE opened the doors to its flagship store in Bondi Junction Westfield.

Gracing the pages of numerous publications including Elle Australia, Harpers Bazar, Vogue and Women’s Health, the brand was soon spotted on fashion and sports icons such as Candice Swanepoel, Kelly Slater, Kim Kardashian, Nick Youngquest, Rosie Huntington-Whiteley, Hayley Baldwin, and Jennifer Hawkins, to name a few.

Within a year of launching in Australia, THE UPSIDE had grained great traction, growing its reach around the world. The brand can now be found in some of the finest stores and websites from around the world, including Matches, Carbon 38, Equinox and Urban Outfitters’ new fitness endeavour, Without Walls.

THE UPSIDE also proudly features on the world’s premier online activewear store, Net-A-Sporter.

Rapidly becoming the go-to label for fashionable sportswear, THE UPSIDE has grown leaps and bounds in the short time since its launch. With a great deal in the works, and exciting seasons ahead, THE UPSIDE continues to demonstrate its significance as a leading luxury active wear label.

Business Strategy

Market Positioning


Core Business

Active Wear



Product Categories

Active Wear

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