Boutique brand studio and fashion label The Electric Merch Co. has unveiled its latest collaboration: a limited-edition capsule collection designed for fitness destination The Formula x Meredith. The pieces debuted in June at The Formula’s new Studio Shop, selling out ahead of their second release, which was scheduled for the July 4th weekend.
“We approached this the way you would a fashion collection — not promotional apparel,” said Julia Dawson, founder and creative director of The Electric Merch Co. “Meredith’s brand has strong momentum — not just in aesthetic, but in the lifestyle it represents. Our job was to translate that into wearable form: pieces that are luxurious, designed to be lived-in, and entirely her.”
Dawson, a former fashion creative director, worked closely with The Formula’s founder, Meredith Shumway, and retail consultant Dana Litvin to develop a range that reflects the studio’s refined energy: clean lines, tonal textures, and confident movement. The result is a capsule that feels equal parts effortless and intentional.
“This capsule isn’t just about style — it’s about identity,” said Shumway. “It was created for the woman in motion — the one rebuilding, reinventing, or just trying to show up for herself. I had a vision, but Julia and her team brought it to life in the most thoughtful, beautiful way. Every detail reflects the strength, grace, and grit of our community.”
A professionally trained ballerina and former lead trainer for both Physique 57 and the Tracy Anderson Method, Shumway launched The Formula x Meredith to deliver precision-based results — blending approaches to maximize results while minimizing the risk of injury. With packed classes and loyal followings in the Hamptons, New York City, and Miami — and waitlists that stretch through Labor Day — her presence is now unmistakable, drawing clients from CEOs to celebrities.
The capsule includes luxe tees and sweatshirts — finished with standout treatments like puff embroidery in Meredith’s script logo and tonal flocking that nods to vintage athleticwear — alongside sporty custom socks designed to match each release. A refined, tone-on-tone color story with subtle pops ties the full collection together. Each piece was designed to pair effortlessly with client-favorite sets — creating a full, elevated look from outside to inside the Studio Shop, and giving the collection a distinctly studio-to-social feel. Another exclusive capsule is in development for NYC, bringing The Formula x Meredith’s signature aesthetic to her most in-demand markets.