LVLS Sportswear sells asymmetrically designed athletic apparel to athletes aged 12 to 35, a target market identified by its founder, who reported $5,000 a month in recurring revenue in an April 2023 interview.
What it sells and how it charges
LVLS sells single-leg tights, compression shirts and hoodies. Its official site describes the range as fashion-forward athletic apparel built around asymmetry. The founder describes the target customer as an athlete who values style on and off the court or field.
The direct sales channel is the company’s own Shopify website. The official men’s shop page, checked 2026-10-01, displays prices in AUD: the Rico hoodie is listed at A$81 and the tights at A$59.
How it started
The first product was single-leg tights, designed as a longer-lasting alternative to athletes cutting full-length compression tights with scissors. The founder began as a recent graduate with no previous fashion or entrepreneurial experience and little funding.
In the 2023-04 founder interview, he said the tights reached the market 17 months before a Nike equivalent. That timing is the founder’s account rather than an independently verified market comparison.
The numbers
The founder reported $5,000 a month in recurring revenue in a 2023-04 founder interview. It is a founder-reported figure tied to that date, not a statement of current revenue or a forecast.
In the same interview, the founder described LVLS as a one-man operation and explained that he uses “we” as a force of habit to sound like a larger company. The founder interview and official shop pages do not state the start cost.
What stands out
- Asymmetry is the shared design feature across the tights, compression shirts and hoodies.
- The founder’s deliberate use of “we” contrasts with the business’s self-described one-man operation.
- The sales channels are the company’s own Shopify store, social media and athlete seeding.
- The business is based in Martinsburg, West Virginia, while its official shop displays prices in AUD.
Sources
Income figures are what the founder reported, or what a payment platform verified, on the date shown. They are not current income and not a prediction of what you will earn. Method & sources · Disclosure