Design Thinking: Pilabarre

Image courtesy of Pilabarre.

In Graduate School, professors loved to discuss "Design Thinking." Design Thinking is an iterative process in which we seek to understand the user, challenge assumptions, and redefine problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding (Dam and Siang). Design Thinking enables companies to understand consumer needs.

Image courtesy of Pilabarre.

In this article series, I contacted different companies to learn how organizations apply Design Thinking. I spoke with PilaBarre co-founders Cam + Madi to understand how they incorporate design thinking into thier products.

Image courtesy of Pilabarre.

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Pilabarre Interview

1. What makes Pilabarre different from other companies?  

Pilabarre isn’t just a company that sells socks; it’s on a mission to help others step into self-love. The business started when Madi dreamed of becoming a Pilates instructor but wasn’t happy with the socks available, so she brought the idea to Cam. They realized they could impact more lives positively with this venture than Madi teaching alone. The brand’s whole ethos revolves around why people do Pilates, Barre, and other exercises—to become their best selves and embrace self-love. That’s why all of

Image courtesy of Pilabarre.

Pilabarre’s branding and messaging is uplifting, positive, and motivational. The Pila team gets daily messages from the community about goals crushed while wearing Pila. It’s not just a brand for them—it’s a lifestyle, and they’re grateful to be part of their customers’ journeys.

Image courtesy of Pilabarre.

2. How has Pilabarre evolved since its founding?  

The mission has stayed the same, but Pilabarre has grown rapidly. They’ve partnered with incredible organizations and people, building a community of self-loving members. Now, they serve some of the biggest corporate studios across the country, alongside their 20k+ direct customers. They’ve fully leaned into the mission of helping others step into self-love and become their best selves.

Image courtesy of Pilabarre.

3. How does Pilabarre incorporate its mission and vision into its products?  

Pilabarre weaves its mission into every thread of its socks. Each design is curated to make people feel inspired, strong, and motivated—like a reminder to commit to being their best self.

Image courtesy of Pilabarre.

4. What advice would they give to students and young professionals who want to start a business?  

This is the third company Madi and Cam started together—they’ve both launched businesses individually too. They’d say it takes time and it’s hard, but anything worth doing is a challenge. It’s been the most rewarding, fun journey of their lives so far, and they wholeheartedly believe in the American dream: if someone can dream it, they can do it. Just be prepared to work harder than ever and earn less than expected at first.

Image courtesy of Pilabarre.

5. What is the future of the company?  

Pilabarre’s future is about keeping their community motivated to be strong, powerful, and love themselves through intentional movement. They plan to keep scaling, spreading their impact to more individuals and studios worldwide. They also aim to expand their non-grip sock lines, empowering people even outside Pilates and Barre classes.

Image courtesy of Pilabarre.