Phoenix, AZ, February 16, 2026

Steve and Andi Rosenstein have successfully reacquired their casualwear brand, Fitigues, highlighting the entrepreneurial spirit in Phoenix’s thriving business environment. This journey, rich with challenges, showcases how local entrepreneurs can reclaim their vision in the marketplace, reflecting confidence in Phoenix’s economy and its potential for sustained growth.

Phoenix, AZ: Arizona Founders Reclaim $30M Apparel Brand

A Valley couple’s journey to repurchase their beloved casualwear company highlights entrepreneurial spirit and Phoenix’s thriving business landscape.

Phoenix, AZ – The spirit of entrepreneurial innovation is a cornerstone of Arizona’s dynamic economy, a truth vividly illustrated by the recent story of Steve and Andi Rosenstein. This Valley couple, the original visionaries behind the Fitigues apparel brand, have successfully navigated the complexities of corporate ownership to regain control of their company. Their journey underscores the determination inherent in local entrepreneurs and the fertile ground Phoenix offers for business growth and resilience.

Their story is not just one of personal achievement, but also a reflection of a broader trend where founders are reasserting their vision in the marketplace. This act of reclaiming a brand, particularly one that once generated significant annual revenue, exemplifies the enduring power of original ideas and the deep personal investment small business owners have in their creations. In a region celebrated for its robust economic growth and a supportive environment for new ventures, such stories inspire confidence in the local economy and its capacity for sustained success.

The Genesis of an Arizona Brand

In 1988, Steve and Andi Rosenstein launched Fitigues, a brand designed to offer uncomplicated, comfortable lifestyle clothing. The couple aimed to create apparel suitable for young professionals transitioning “from gym to happy hour to back home again”. Fitigues quickly carved out a niche, pioneering a fresh fashion category of luxury casualwear, initially focusing on active sportswear made from high-quality fabric.

The brand’s unique concept resonated with consumers, leading to significant expansion. Fitigues established as many as 30 stores across 20 states by the early 2000s, intentionally choosing prominent street corners in up-and-coming neighborhoods rather than traditional shopping malls. The apparel was also sold wholesale through prestigious department stores, including Nordstrom, Neiman Marcus, and Bergdorf Goodman. At its peak in the early aughts, Fitigues achieved an impressive $30 million in annual revenue. Andi Rosenstein was integral to the design process, creating every line of women’s, men’s, and children’s wear for the company.

The Corporate Chapter and a Determined Return

The journey of Fitigues took a turn in 2006 when Steve and Andi Rosenstein sold the company to Chico’s for just under $10 million. The founders remained with the brand for about a year following the sale, but eventually departed in 2007. More recently, in a deal finalized in January 2024, Chico’s was acquired by Sycamore Partners, a private equity firm.

Seizing this opportunity, the Rosensteins made a strategic move to reclaim their legacy. Steve Rosenstein initiated contact with Chico’s and later with Sycamore Partners, expressing interest in reacquiring the brand. The founders successfully secured Fitigues’ intellectual property from Sycamore Partners. This significant transaction, which involved paperwork but no money exchanging hands due to minimal commercial value remaining in the brand’s intellectual property at the time, marked a new chapter for Fitigues under its original creators. This act highlights a strong belief in their brand’s potential and a commitment to its founding principles.

Rebuilding and Innovation in the Valley

With the brand’s intellectual property back in their hands, the Rosensteins quickly began rebuilding Fitigues. In December 2023, they opened a new flagship store in a luxury shopping center in Scottsdale, Arizona. The revived company is also expanding its retail footprint with a store in Newport Beach’s Fashion Island and a growing e-commerce presence. This strategic re-entry into the market reflects their commitment to innovation and adapting to modern retail landscapes, a testament to Phoenix AZ business resilience.

The family’s dedication to the brand continues to be a driving force. Andi Rosenstein remains at the helm of designing the women’s collections, while their son, Luke, who once modeled for Fitigues as a baby, now leads the design for the men’s line. This multi-generational involvement not only injects fresh perspectives but also maintains the authentic spirit of the brand. Their return to direct ownership allows for a renewed focus on the quality and unique identity that originally defined Fitigues, showcasing the benefits of private ownership and focused entrepreneurial vision.

Phoenix: A Hub for Entrepreneurs

The Rosensteins’ story is a prime example of the entrepreneurial spirit flourishing in Phoenix. The city has rapidly emerged as a leading destination for entrepreneurs and investors, boasting a thriving economy and diverse industries. Phoenix holds the top rank among U.S. cities with over one million residents for startups. This is supported by a startup density where 11.2% of new businesses are less than a year old, and the city experienced a 27.4% growth in new businesses between 2019 and 2023.

The Greater Phoenix region is home to more than 100,000 tech employees and ranks 7th among U.S. cities with the most startups. This vibrant ecosystem is further strengthened by a significant increase in venture capital funding, reflecting growing confidence in the region’s economic potential. In FY25, Arizona’s economic development efforts led to a projected 24,285 new jobs across the state with an average wage of $95,928, along with commitments for over $31 billion in local community investments. These figures highlight Phoenix’s role as a major driver of economic growth and job creation, attracting talent and investment.

Favorable Conditions for Growth

Arizona’s business-friendly environment plays a crucial role in fostering such entrepreneurial success and Phoenix small business growth. The state is consistently recognized for its supportive policies, ranking 14th best for entrepreneurs in 2025 by SimplifyLLC, an 11-spot jump from the previous year. This improvement is attributed to strong new business growth, ranking 8th nationally, and an impressive job creation rate, holding steady at 4th nationally. WalletHub also ranked Arizona as the 9th best state in the country to start a new business.

The state offers a favorable tax climate for entrepreneurs, including low corporate tax rates, which allow businesses to reinvest more in growth and operations, and the absence of a franchise tax, reducing financial burdens. Additionally, Arizona provides job creation incentives, further encouraging companies to expand and contribute to the local economy. The ease of forming a Limited Liability Company (LLC) in Arizona is another significant advantage for Arizona AZ entrepreneurs. LLCs offer liability protection, separating personal assets from business debts, and provide tax flexibility, allowing for pass-through taxation and potential business expense deductions. With low filing fees and no annual LLC fees or statewide business license requirements, Arizona has created an environment designed to streamline the entrepreneurial journey and support small-business resilience. In 2025 alone, Arizona secured over $34 billion in new investment and nearly 28,000 projected new jobs statewide.

The story of Fitigues is a powerful reminder that while market forces can lead to changes in ownership, the entrepreneurial spirit and dedication of founders can bring beloved brands back home. This saga, set against the backdrop of Phoenix’s booming economy and supportive business environment, illustrates the enduring appeal and viability of local businesses driven by passion and innovation. Supporting such ventures not only celebrates personal achievement but also actively contributes to the sustained economic vitality of our community.

We encourage our readers to continue supporting local businesses and stay engaged with the vibrant economic future of Phoenix.

Frequently Asked Questions About Phoenix’s Business Landscape and Fitigues’ Return

Who are the founders of Fitigues?

The founders of Fitigues are Steve and Andi Rosenstein.

When was Fitigues originally founded?

Fitigues was originally launched in 1988.

What type of products did Fitigues sell?

Fitigues sold casualwear, elevated sweats, and luxury comfortable-casual clothing, including men’s, women’s, maternity, and kids’ gear.

What was Fitigues’ peak annual revenue?

At its peak in the early 2000s, Fitigues was hitting $30 million in annual revenue.

When did the founders sell Fitigues, and to whom?

The founders sold Fitigues to Chico’s in 2006 for just under $10 million.

How did the founders regain control of Fitigues?

After Chico’s was acquired by Sycamore Partners in January 2024, Steve Rosenstein inquired about reacquiring the brand’s intellectual property, which was then secured from Sycamore Partners without money exchanging hands.

Where is the new Fitigues flagship store located?

A new Fitigues flagship store opened in Scottsdale, Arizona, in December 2023.

What is the ranking of Phoenix for startups among U.S. cities?

Phoenix is ranked as the #1 U.S. city for startups with more than 1 million residents.

What was the growth in new businesses in Phoenix between 2019 and 2023?

Phoenix experienced the highest growth in new businesses between 2019 and 2023 at 27.4%.

How many professional staff are employed by the largest accounting and CPA firms in Arizona?

The 136 largest accounting and CPA firms in Arizona employ more than 4,800 local professional staff statewide.

What was Arizona’s job creation rate ranking in 2025?

Arizona’s job creation rate was ranked #4 in 2025.

What are some benefits of forming an LLC in Arizona?

Benefits of forming an LLC in Arizona include liability protection, tax flexibility (pass-through taxation, no corporate profit tax), ease of formation and operation, and increased credibility.

Key Features: Fitigues and Phoenix Business Environment

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Author: STAFF HERE PHOENIX WRITER

The PHOENIX STAFF WRITER represents the experienced team at HEREPhoenix.com, your go-to source for actionable local news and information in Phoenix, Maricopa County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as the Waste Management Phoenix Open, Cactus League Spring Training, and Arizona State Fair. Our coverage extends to key organizations like the Greater Phoenix Chamber of Commerce and Visit Phoenix, plus leading businesses in technology and healthcare that power the local economy such as Intel and Banner Health. As part of the broader HERE network, including HERETucson.com, we provide comprehensive, credible insights into Arizona's dynamic landscape.