KIC the rules & shop this new anti-diet culture club edit by Steph Claire Smith & Laura Henshaw

Community Announcement
16 May 2023
https://kicapp.com

It’s official- Keep it Cleaner affectionately known as ‘KIC’ has officially rebranded to ‘Kic’ in a bid to take a stand against toxic diet culture and wellness ‘rules’ and toxic trends disguised as wellness. On Saturday 13th May Kic Founders Steph Miller and Laura Henshaw took over the northern end of Bondi Beach promenade to draw a (literal) line in the sand to signal that ‘EVERY BODY is a beach body’ and make a bold statement that rules like ‘Summer bodies are made in winter’ are outdated and no longer fit the idea of what true health and wellbeing should represent.
 
‘We started Keep it Cleaner as a recipe e-book in 2015, on a mission to make healthy eating easier. We never imagined it to grow into the empowering holistic wellness company we have become. Nearly a decade later, we’ve come a long way as a brand, and a society. We’ve already evolved from Keep it Clean, to Keep it Cleaner in 2016, recognising the stigma with clean eating and wanting to embrace balance, not restriction. But toxic diet culture still exists. We need to be louder to cut through the noise. We have become more affectionately known as KIC, now we’re making it official. We are on a mission. We are Kic. Simple and sustainable - just like our approach to healthy living. Kic is playful and proud, simple yet bold. New name, same us. Except one thing. Kic is bolder. We’re not afraid to stand up to society and call BS on toxic trends disguised as ‘wellness’. We’ve been championing this message since day dot, but as toxic trends continue to cramp our styles, we’re making more noise and our new official name is a reflection of our unwavering commitment to make real changes.’
 
Recently Kic partnered with Body Confidence Coach and Trainer Sami Rose to create a series of affirmations and empowering workouts to support the Kic app community on their journey to wellbeing and happiness. To compliment the re-brand and recent enhancements, Kic has also released some new merch- their limited edition ‘mirror’ shirts that have been designed to be read in the mirror to ‘flip the narrative’ on what healthy living means with slogans including ‘this is a runner’s body’, ‘diet culture can eat me’, ‘my body, my rules’.
 
 
100% of profits generated from the limited-edition merch will be donated directly to the Butterfly Foundation which is the national charity for all Australians impacted by eating disorders and body image issues, and for the families, friends and communities who support them. The charity changes lives through providing support services, treatment and resources, prevention, and early intervention programs.
 
Shop the limited edition #KICTHERULES edit here.
 
___