FUTURE: Misfit is always pressing towards the horizon. The true power of this brand is to innovate, and in doing so, capture hearts and minds. Misfit finds its unique position as the futurist. Innovation, imagination, possibility, the next frontier, and even the unknown belong to this brand.

FASHION: Misfit was built on the lexicons of style and design. We see our position as being the perfect accessory to a fashionable life.

WELLNESS: Misfit has its origins in wellness, beginning with our initial fitness-based innovations. At our core, we are driven by the will to inspire change and improve lives.

INTELLIGENCE: Misfit is rooted in intelligence. We invest in the humans, the technology, and the data that drive our connection to the world around us to drive the insights and inspirations of our next innovations.