At SITA Couture, we often talk about style as something deeper than clothing.
Style is how we move through the world. It is found in the choices we make, the habits we cultivate, and the experiences that shape us. The most enduring style is not created overnight—it is developed through intention, consistency, and a willingness to grow.
That lesson arrived unexpectedly on a flight home from ISPA, where we had spent several days presenting our collection to spas and resorts from around the world.
My sister Sophie and I were listening to entrepreneur Jesse Itzler discuss what he calls the "Big Ass Calendar"—a simple but powerful framework for designing a life with intention.
At the heart of the idea is a Msogi: a challenge you commit to for an entire year that you've never done before. You train for it, build toward it, and eventually step fully into the experience. Along the way, you create new habits, explore new places, and intentionally seek opportunities for growth.
The rules are surprisingly simple.
The calendar isn't about work. It isn't about obligations. It's about personal expansion. About choosing experiences that challenge you, excite you, and ultimately change you.
Somewhere over the course of that conversation, my sister and I looked at each other and said:
"Let's do a triathlon."
Neither of us fully knew what we were signing up for.
That was precisely the point.
What followed was a year of early mornings, long swims, bike rides, training runs, and countless moments of choosing consistency over convenience. Some days felt effortless. Others felt impossible. But little by little, the challenge became part of our lives.
The experience also revealed something unexpected.
As designers, we spend a great deal of time thinking about how clothing supports a woman's life—not just during special occasions, but in the moments between them.
During training, we found ourselves living in our SITA pieces in a completely different way. After long swims, bike rides, and runs, comfort became essential. Function mattered. Ease mattered.
The Kayla Cover became a favorite companion throughout the journey.
Designed as an oversized beach cover with effortless drape and versatility, it was created for exactly those transitional moments—after the ocean, between destinations, before the next adventure. It became part of our daily rhythm, accompanying us through recovery, reflection, and preparation for whatever came next.
The experience reinforced something we have always believed:
The best design supports real life.
And real life is constantly moving.
By the end of the year, we completed two triathlons.
The first, Tri-25, included a 2.5-mile swim, a 25-mile bike ride, and a 7-mile run. Under the intensity of summer heat, every mile required determination. Crossing the finish line was less about achievement and more about persistence.
The second challenge, Tri-55, pushed us even further—a 3-mile swim, 55-mile bike ride, and 10-mile run through cold February waters, dense fog, and long stretches of darkness. It demanded a different kind of resilience, one built on trust, preparation, and the willingness to keep moving forward.
We were fortunate to be supported by our co-captains and friends, Bruno Serrano and Kaliko Kahoonei, whose experience and steady presence guided us through challenging waters and changing conditions. My brother Keele joined us on portions of the ride, making the experience even more meaningful.
When we crossed the finish line, the greatest reward wasn't completing the event itself.
It was understanding what a Msogi truly represents.
Not a single achievement.
Not a medal.
Not even the finish line.
A Msogi is the process of becoming.
It is repetition. Discipline. Adaptation. It is returning again and again to something that asks more of you than you thought you could give.
And in many ways, style is no different.
True style is not built through trends or appearances. It emerges through experience, confidence, and the quiet discipline of becoming more fully yourself.
We are proud of what we accomplished—not in a loud way, but in a lasting one.
And now, as every Msogi eventually does, this one leads us toward the next adventure.
@JesseItzler
@sophiaLynnUribe
@TriclubSanDiego
La Jolla, CA
