LABELLAMAFIA is a global lifestyle and fitness movement – a combination of dedication, attitude, and consistency – empowering the health-conscious and the hardcore within all of us using unparalleled designs and technology to maximize comfort and performance for every activity including those after-gym moments.

We stand for balance and determination for a healthy lifestyle starting with physical fitness which translates into a well-being in all other important aspects of life like Mental, Relational, and Professional health.

Our goal is to spread the movement globally by building communities and sharing our values with the power of inspiration and motivation.

LABELLAMAFIA started in 2007 in Florianopolis, Brazil. LABELLAMAFIA is now present in 40 countries and 250 stores, with a global online reach of 15 million users. 


ALICE MATOS is the identity of the brand and one of the first fitness muses to represent a lifestyle on social media.

GIULLIANNO PUGA is the Creative Director and Founder of the group brands.