Seen someone training in an EPWR piece and wondered what it stands for? You’re not alone — it’s the question we get asked most. Here’s the full answer.

What does EPWR mean?

EPWR stands for Empowear Yourself — the brand’s full name. It’s a play on words between empower and wear: the idea that what you train in can be a statement of what you believe and live, not just a piece of clothing.

The abbreviation came out of a practical need — a short, recognizable name for tags, social media, and the logo itself — but it kept the full meaning behind it. When you see “EPWR” on a piece, you’re looking at the condensed version of “empower yourself.”

The full name is, in fact, two words fused together:

EMPOWEAR = EMPOWER + WEAR

Empower + wear. The idea that what you wear to train can be, in itself, an act of self-affirmation.

Who’s behind EPWR?

EPWR is a Portuguese activewear and streetwear brand created by a Brazilian couple who’ve lived fitness for years — strength training, running, weekly meal prep, a training routine woven into daily life, not a one-off project.

The brand was born out of a simple frustration: most workout clothing on the market still sells the idea that fitness is about fixing the body — losing weight, “toning up,” fitting a mold. EPWR flips that logic. Here, strength is the main goal, not a side effect of chasing an aesthetic.

What does EPWR believe in?

EPWR doesn’t believe in “summer body” or bikini-ready culture. Fitness can — and should — be much bigger than an unreachable beauty standard sold by wellness brands as the end goal.

We believe in pushing past your own limits, daily: no external comparison, no body hatred, no chasing thinness at any cost. Self-esteem and confidence grow when you challenge your body and build new capabilities — not just when you like what you see in the mirror.

We also reject the idea that strength and gender go hand in hand — strong men, thin women. It’s an outdated, limiting standard. Strength is a human trait, not a gendered one. Calling strong women “masculine” restricts strength to half the population. There’s beauty in women who are strong, capable, and independent — and that strength doesn’t belong to men alone.

At its core, EPWR exists for anyone who feels that training is a way to feel capable and to empower themselves — and that’s the feeling we want you to have when you wear EPWR.

What does the EPWR logo represent?

The logo combines two elements with direct meaning:

• A diamond — valuable, but also extremely resilient. The idea that strength and worth go together.
• A crown — authority and presence. Not authority over others, but over your own life and path.

There’s also a subtler detail hidden in plain sight: the diamond forms the letter E, and the crown traces a W. Together, the two shapes hide the initials of EmpoWear within the icon itself.

The bold, sans-serif typography reinforces the same message visually: assertive, unapologetic, unsoftened. Nothing in the logo is decorative — every element was chosen to communicate strength before you read a single word.

Where can I find EPWR in person?

EPWR shows up at CrossFit competitions and events across Portugal, with a sales stand on-site — and the list keeps growing. The safest way to know where we’ll be next is to follow us on Instagram (@empowearyourself), where we announce every event ahead of time.

Where can I buy EPWR?

The full collection is available at empowearyourself.com, shipping across Europe, with free shipping from €100.

If you believe what we believe — that strength has no gender, that fitness is about feeling capable, not about fitting a mold — you’re already part of this, even before you own your first piece. Come be part of the EPWR movement.

Follow us on Instagram @empowearyourself and TikTok @empowear.yourself.