'High quality and affordable': A look into the women's athletic clothing company in Boise

A love of fitness and fashion inspired a Boise mother-daughter duo to launch an active/casual wear company for women in 2021.

Alongside her 15-year-old daughter, Jeri De La Torre started Joy Casualwear – selling women's athleisure clothing online.

"We wanted to spread Joy and fashion to Boise and we found passion in creating a business that could provide that," De La Torre said. "…Sharing our love of fashion and fitness was important to us."

Joy Casualwear sells everything from workout sets to outerwear on its website. Prices range from $30-$60.

"We choose high-quality clothing that is comfortable (we both have sensory issues regarding our skin so the items need to be soft and comfortable)," De La Torre said. "We choose our color palettes and styles that will work on women of all ages."

In addition selling on Joy Casualwear's website, the clothing can be found in popups at local health nutrition stores and gyms.

"We’ve had so much support from our customers in Boise," De La Torre said. "We love being able to offer high-end athletic wear for affordable prices."

Updates on local popup store locations, and more, can be found on Joy Casualwear's Instagram.

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