ABOUT US

Built by Choices

At Character Apparel, we believe real strength starts within. We're a mission-driven brand rooted in integrity, grit, and purpose. Every piece is designed to reflect your mindset and support your grind—on the platform, in the gym, and out in the world.

Lead with Character.

Our Story

Character was born out of a love for CrossFit—and the powerful community I found within it. Some of my closest friendships were forged through shared grit, growth, and mindset. From day one, Character has always been about more than apparel. It’s a platform to express creativity, passion, and individuality in a world that often feels saturated with sameness.

We started Character with the intent to stand out. Every piece is bold, one-of-a-kind, and designed with meaning—not just in style, but in purpose.

With each collaborative collection, we give back to local nonprofits—supporting underserved youth and communities through direct donations and community-driven events. This brand is built on a mindset: one that embraces ownership of your journey and trust in the process. We believe greatness belongs to those whose faith outweighs their fear.

Character is inspired by those who lead with positivity, discipline, and mental resilience. We stand with individuals who relentlessly pursue growth, stay humble, and live with passion and purpose. Influenced by streetwear and fueled by self-expression, each collab is a canvas—crafted with artists to rep your mindset and story.

Thank you for allowing us to be part of your journey.

Lead with character.
Established in Minnesota, USA — 2019


Figure It Out Collections

In Partnership with Kelli Holm

FIO was born as a motto during a summer of Crossfit Games training. The idea was that, no matter what Coach (or Dave Castro) threw your way, you had to be an athlete, rely on your training, and figure out how to get the task done. Subsequently, as unforeseen challenges arose and the stakes were even higher, this motto rang true even more. FIO is about choosing to be in complete control of how you respond to your circumstances, regardless of what is thrown at you.


When you're in a place that is uncomfortable, foreign or seems insurmountable, do not let your circumstances control your destiny. Figure it out. Choose the FIO attitude. Gather your troops, combine your resources, wipe your tears, pull yourself up and commit to press on to find solutions and succeed, no matter what. The Figure it Out attitude is about deciding to take control of what you can and letting go of what you can’t so that faced with anything, with this attitude, you will not only survive but will grow, learn and thrive. 



I’m honored to partner with Character Apparel and I look forward sharing the Figure It Out line with you. 
-Kelli Holm