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“…believe in yourself honey. I believe in you“ - Jo

These simple words that Jo said to me in a fitness gym lobby in late 2019 changed everything. I was filling out an online form on a marketing agency website for a collaboration request. I was hesitating to press “submit” in fear of their disinterest. I will never forget this moment.

It was earlier in the spring of 2018 when I was diagnosed with an extremely rare neurogenic (brain) disorder that would change my life forever. I was told that within a reasonable about of time, emotionally, physically, and creatively, I would never be able to function as I once did. Struggling with daily routines and without a clear direction, my self-confidence weaned dramatically and my vision for AsWeMove started falling a part. In these moments of darkness, I felt a bright light warm my heart. Always protecting my creative energy, and providing me with the space I needed to explore, because of her, I was able to continue.

Jo was no stranger to the commerce world. Though it was never her “go to” cup of tea, she always thrived in it. Former national gymnast, and a lifetime “mover” -  from dance choreography to celebrated Yogi, she leaped in at the exact moment I needed her, and put her entire life and career on pause whilst nursing our (now 5 year old son), to help me launch AsWeMove.

A creative wonder herself, she took my camera, (with no formal training) choreographed and shot what eventually became our signature look for our brand. “Every shot should be in movement don’t you think honey?”, she said to me with a big smile. From copywriting, to 3PL configuring, to managing the entire customer service and creative support team, Jo took my simple idea and made it into a company. If someone told me back then that taking our start-up with no funding from 0 to 7-figures in 6 months was possible, I would have never believe it. That is exactly what happened.

Today, AsWeMove has an incredible enthusiastic team and our possibilities seem endless. As Jo continues to inspire us and the next generation of professionals to new opportunities, I continue to innovate new designs and technology for our vision.

My beautiful Jo, I am grateful that life has gifted me you. As long as you’re by my side I feel limitless. I could not have done any of this without you.

- ishi.



Being a lifetime competitive Athlete with a 15 year career as a Luxury Fashion Photographer has it’s advantages if you ever want to take on the challenge of re-creating an undergarment that hasn’t changed in over 80 years, and transform it into the most cutting edge performance underwear ever created. Motivated by his obsession for movement and his life long struggle to find a base layer that encompasses both functional and timeless design the journey began.

It was in 2006 when Ishi’s work first gained notoriety after being awarded Fashion Photographer of the year by the ADC council and was invited to take part in an exclusive exhibition in Monaco, Italy along side legendary photographers, Herb Ritts, Man Ray, Helmut Newton, and Steven Meisel. Meeting his future Agent at the event opening, the momentum began.
Residing in Paris, France for the majority of his career, Ishi was the first Japanese Fashion Photographer to ever be contracted by Vogue Magazine. Opportunity combined with his meticulous preparation, soon lead to capturing campaigns from top tier brands such as Burberry, Christian Dior, Fendi, Hermés, Louis Vuitton, Prada, Valentino, (to name a few). He was also entrusted with the imagery of Harrods of Knightsbridge for 14 consecutive years. In 2012 He was contracted by PUMA worldwide to be Usain Bolt’s photographer after his Olympic reign, and this naturally lead to a plethora of collaborations with SuperAthletes all over Europe with brands such as Nike and Adidas.
Based in Canada today, and retired from Fashion Photography and hand in hand with his life partner, Jo & Ishi has begun their new chapter. Staying true to his passion for movement and garments, together they aim to change the landscape and perception of men's underwear forever.