About Flatout
Flatout started in real life. Kora is where it gets clearer.
Flatout started with fitness roots, real customers, and a simple idea: clothing should fit better, feel better, and actually work for the way people live.
Where It Started
Before Flatout Apparel, there was Flatout Fitness.
Flatout started in Edmonton, Alberta, before the first apparel launch. Jean-Yves Jobin was working in fitness, building community, and seeing how people actually moved through their lives.
The gym was only one part of it. People needed clothing for the drive there, the errands after, busy days, tired days, confident days, and the days when they just wanted to feel comfortable without feeling thrown together.
That is where the idea started: not from trying to make another clothing brand, but from noticing the gap between what people were buying and what they were actually living in.
The goal was never complicated: make pieces that could handle real life and still feel good to wear.
What We Learned
Some products worked. Some taught us what not to keep doing.
Since launching in 2017, Flatout has tried a lot: hats, activewear, outerwear, events, collaborations, custom projects, ambassadors, pop-ups, wins, mistakes, and lessons that only come from building something by hand.
There were products we were proud of. There were pieces customers loved. There were also times when the brand was stretched across too many categories at once.
Through all of it, the same question kept coming back: what do people actually reach for again and again?
The answer became clearer over time. Customers wanted comfort, coverage, confidence, and pieces that made everyday dressing easier.
The Reset
Flatout is getting simpler on purpose.
By year nine, it was clear Flatout couldn't keep moving forward by carrying every old product, every old category, and every old version of the brand with it.
The reset isn't about pretending the past didn't matter. It's about taking what worked, being honest about what didn't, and putting more focus into the product line that makes the most sense now.
Why Kora
Kora earned the focus because it solved something real.
A regular hoodie is easy until it feels too short, too bulky, too casual, or not quite put together. Kora was built for that gap.
It gives more coverage without losing comfort. It has stretch, shape, and a cleaner fit than a standard hoodie. It works with leggings, denim, travel days, errands, lounging, and the normal days that don't fit into one neat category.
That is why Kora became the clearest version of what Flatout had been trying to build from the beginning: clothing people actually live in.
What This Means
A smaller line, with more focus behind it.
As Flatout moves forward, the work is to give Kora the attention it deserves: better fit explanations, clearer fabric choices, more useful product details, and a product line where every piece has a reason to exist.
All or Nothing still matters. It just means something more focused now: going all in on the product line that feels most useful, most honest, and most worth building forward.
Founder Note
If you've been here since the early days, thank you.
Flatout has changed a lot over the years because it had to. Some parts worked. Some didn't. Some were hard to let go of, even when it was obvious they weren't part of the long-term direction anymore.
This reset is about taking what we learned and putting more focus into the product line that makes the most sense for where Flatout is now.
That's Kora.
Where We're Going
Kora isn't the end of the Flatout story. It's the part where things get clearer.
Long hoodies, pullovers, zipups, jackets, fleece, Tech Terry, and everyday layers with more focus behind the fit, fabric, and feel.
If you're finding Flatout now, welcome. If you've been here for years, thank you for sticking with us while we figured out what deserved the future.