How It Started
Flatout Apparel was founded in February 2017 in Edmonton, Alberta by Jean-Yves Jobin.
Before apparel, there was Flatout Fitness.
Years of working closely with clients exposed a consistent problem — most activewear looked good at first, but didn’t hold up where it mattered. Poor materials, inconsistent fit, and a lack of truly versatile options.
That’s where the idea for Flatout began.
To create something better.
Something that didn’t just look good - but actually performed through real life.
By combining a background in fitness with a passion for design, Flatout Apparel was built to bring a new standard to athleisure. From custom fabrics to intentional fits, every piece was created to move with you - not against you.
What started as an idea has grown into a brand worn by thousands across Canada and beyond.
Our Mission
To create products people actually live in.
Not just for the gym - but for everything that happens before and after it.
From everyday routines, to work, to travel, to the moments in between.
We believe clothing should be versatile, comfortable, and built to keep up with your lifestyle - not limit it.
Flatout is for those who go all in.
Community
At the core of everything we’ve built is the people behind it.
Customers, supporters, ambassadors - the ones who wear the brand, share it, and grow with it.
Flatout has never just been about clothing.
It’s about the mindset behind it.
And we’re just getting started.
Time Line :
January 2010 - Flatout Fitness Was Created
A Community Continued To Grow
November 2016 - The Transition From Flatout Fitness to Apparel Began
Our Brand Logos Were Born
Our Brand Continued To Grow
A Team Of Ambassadors Formed
June 2019 - Flatout Hall Party
Flatout has never been about standing still.
Over the years, we’ve created a wide range of products - from headwear, to activewear, to outerwear - all built around the same idea: quality, versatility, and an all or nothing mindset.
But as we’ve grown, one thing became clear.
Some products didn’t just perform well…they stood above everything else.
The Kora Long Hoodie became that product.
Not just because of how it looks - but because of how it fits into everyday life.
Comfort, confidence, and something you can throw on and wear anywhere.
So as we move into our next chapter, we’re making a shift.
We’re simplifying the brand and putting our full focus into expanding and evolving the Kora collection.
That means many of the products you’ve seen over the years are being cleared out and won’t be restocked.
Not because they weren’t great - but because we believe in going all in on what truly works.
If you’ve been part of the Flatout journey up to this point, just know this:
This isn’t the end of something.
It’s the beginning of something better.
👉 Want to read more about why we made this decision?
Read Year 9: The Reset