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The DIA FI story began with a belief in the power of women. We founded our sportswear brand with a mission to empower women to feel strong, confident, and beautiful in their bodies.

Our founders saw a gap in the market for sportswear that not only looked great but also made women feel great. They wanted to create a brand that would inspire women to push beyond their limits and unleash their inner strength. And so, DIA FI was born.

From the very beginning, we've been passionate about empowering women. We believe that every woman has the potential to achieve greatness, and we're here to support her on her journey. We're not just a sportswear brand; we're a community of women who lift each other up.

Our sportswear is made with high-quality materials and designed for comfort and performance. We want women to feel confident and powerful when they wear our sportswear, whether they're at the gym or out and about. Each piece is adorned with symbols of strength, power, and beauty, to remind women of their own inner strength and to inspire them to push beyond their limits.

At DIA FI, we're committed to uplifting and supporting women in all aspects of their lives. We believe that when women come together, they are unstoppable, and our brand is a celebration of that power. We're here to inspire and empower women, one workout at a time.

Thank you for being a part of the DIA FI story. We're excited to continue empowering women and helping them achieve greatness.

Reign Diamonds & Johnny Saffire


Co-Founders, DIA FI

Reign Diamonds and Johnny Saffire, the dynamic duo behind DIA FI, are more than just business partners; they're visionaries on a mission to revolutionize the activewear industry.

From a young age, Reign Diamonds was captivated by the world of fashion and modeling. With a natural flair for style and a keen eye for design, she saw fashion not just as clothing, but as a form of art – a medium through which one could express their individuality and creativity. Her early experiences in modeling fueled her passion for fashion, but it was her unwavering commitment to maintaining a healthy lifestyle that sparked the idea for DIA FI.

Frustrated by the lack of stylish options in the sportswear market, Reign refused to compromise her New York sense of fashion for performance. Determined to merge style with functionality, she set out to create a line of activewear that would not only enhance performance but also make a bold fashion statement. Thus, DIA FI was born – a brand that embodies the perfect fusion of performance, style, and empowerment.

Meanwhile, Johnny Saffire's journey into the world of fashion was equally influenced by his love for rock music and his innate sense of style. His tenure at a cigarette and candy girl company provided invaluable insights into the world of women's fashion, where he collaborated on designing costumes and gained a deep appreciation for the daily struggles faced by young women. It was during this time that Johnny realized the transformative power of fashion – how it could uplift, inspire, and empower.

United by their passion for women's fashion and a shared vision for empowering young women, Reign and Johnny joined forces to create DIA FI. Their partnership is rooted in a deep-seated belief in the power of women – to break barriers, defy expectations, and embrace their strength, beauty and femininity, both inside and out.

At DIA FI, Reign Diamonds and Johnny Saffire are not just co-founders; they are advocates for change, champions of empowerment, and pioneers of a new era in activewear. Together, they invite women everywhere to join the movement, embrace their power, and redefine what it means to be strong, confident, and beautifully bold.

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