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story.lead_photo.caption Goddess Fit rebranded to East and West Co. on Oct. 1, 2020.

Jefferson City-based Goddess Fit relaunched earlier this month under a new name and with more apparel.

The athletic apparel business rebranded to East and West Co. on Oct. 1

"I got pretty much forced to change my name because I got served some trademark papers from another company that had that name in Texas," owner Angela Bax said. "So I thought it was just a great time for me to rebrand."

Along with the name change, East and West Co. also launched men's clothing.

"There's a big shortage of men's attire here in Jeff (City), and I've been asked pretty much since I started Goddess Fit if I was going to do something for guys," Bax said.

She hopes to have children's clothing later this year.

The clothes, which currently range from size extra-small to 3XL, are styles customers can "wear in and out of the gym," Bax said.

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The community's reception to the rebrand has been spectacular, she said.

The clothes currently have an outdoors theme since the Mid-Missouri community is excited about outdoor activities, Bax said. There will be multiple clothing themes throughout the year.

Bax started the business in 2018.

"There's no original athletic ware," she said. "We have a lot of boutiques in town but not athletic apparel or leggings — what we all really want to wear."

Know of any business happenings around Jefferson City? Let us know at [email protected]

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