Meet the Woman Behind UP

Hi, I'm Jasmine — mum, content creator, and the founder of Urban Phoenix.

Urban Phoenix was created from a simple idea: I wanted to build something that encouraged women to move their bodies, look after themselves and feel good doing it... without the pressure to be perfect.

Because I know what it's like to put everyone else first, lose your routine, lose your motivation and feel like you've somehow lost a little bit of yourself along the way.

Sometimes, you just need to start again.

And that's what Urban Phoenix is all about.

Rise. Thrive. Shine.

The phoenix represents rising again.

RISE.
Show up for yourself. Start again. Keep going.

THRIVE.
Move your body. Look after your wellbeing. Create a life that makes you feel good.

SHINE.
Feel confident. Be yourself. Celebrate how far you've come.

You don't have to be the fittest person in the room. You don't have to have your life completely together. You don't even have to feel motivated every day.

You just have to keep showing up.

More Than A T-Shirt

Urban Phoenix started with a simple oversized tee, but the idea behind it has always been bigger than what you wear.

It's about how you feel when you wear it.

I want Urban Phoenix to be a brand that makes women feel strong, confident and part of something.

A community that celebrates movement in all its forms, whether that's a workout at the gym, a walk around the neighbourhood, chasing your kids around, trying something completely new or simply choosing to do something for yourself.

There is no perfect way to be healthy or active.

There is only your way.

And that's what I want UP to represent.

Why "Urban Phoenix"?

Because life isn't linear.

We all have seasons where we feel unstoppable and seasons where we're simply trying to get through the day.

The phoenix is a reminder that you can always rise again.

You can start over.

You can change direction.

You can find your strength again.

Urban Phoenix is for the woman who keeps rising.

The woman who's figuring it out.

The woman who's choosing herself a little more.

The woman who wants to feel good, move more and enjoy the life she's building.

If that's you, welcome to UP.

Rise. Thrive. Shine.