CONTINUOUSS VISUALS

FitMe Clothing × Daniel Nicoletti

From the early beginnings of FitMe Clothing in 2018, creativity has always been central to the brand. What started as a simple connection through Instagram quickly evolved into an ongoing collaboration with Daniel Nicoletti, founder of Continuouss Visuals — rooted in shared vision, trust, and unapologetic self-expression.

When FitMe founder Tex-Roi McKay first connected with Daniel in 2018, their creative alignment was immediate. Both driven by storytelling through photography, movement, music, and culture, the partnership naturally moved beyond traditional fashion imagery. Daniel’s raw, fluid visual style became a strong extension of FitMe’s bold, confidence-driven streetwear.

Early shoots took place in Amsterdam, Daniel’s hometown, producing some of FitMe’s most recognisable campaign visuals and helping shape the brand’s visual identity. This momentum led to a key milestone — FitMe Clothing’s official launch at House of Fraser, Oxford Street, during London Fashion Week 2018.

Today, the FitMe × Daniel Nicoletti collaboration continues to evolve. Each shoot captures the brand’s core — movement-led styling, expressive silhouettes, and statement pieces designed to empower individuality. From heavyweight hoodies to graphic tees, the garments featured reflect FitMe’s mission to create streetwear that moves with you and builds confidence.

More than fashion imagery, this partnership represents creative trust, cultural expression, and community — values that remain central to the FitMe movement.

Explore the pieces featured in this editorial and experience the energy behind FitMe.

BE CREATIVE, STAY CREATIVE