How it all began

AMiCAFOX is the brainchild of 2 best friends who bonded over a love of travelling and timeless adventure as they experienced the wonder and beauty of our magical world. The brand was born during those exciting times, and naturally takes its pattern and directional inspiration from places of wonder and natural beauty across the length and breadth of our amazing planet. These include the Amazon rainforest, the Sahara desert, the Great Barrier Reef, Sedona, the pyramids of Giza and the ashrams of mountainous northern India.

The beautiful and powerful force of the universe empowers them and their creative selves through manifestation, helping their desires and dreams come true. AMiCAFOX is a clear portent of this, a strong and emerging brand with compelling and striking values, it cherishes and celebrates those who like to be different and stand out from the crowd.

The concept behind AMiCAFOX

The concept behind AMiCAFOX blends and combines two strong and constant symbols in their lives – loving friendship and the sexy and fun vibe inspired by the fox totem. Amica is the Latin for loving friend, while the fox stands for luck and playfulness as well as combining the energies of mischief, magical allure and opportunity. It also stands for sassiness and style, foxiness, dressing up, for fashion’s ever-changing looks – the perfect combination for a new and exciting fashion brand.

All of these symbols and inspirations have been brought together in AMiCAFOX’s first collection, which features a Sui generis of elaborately printed leggings and dresses which embrace their philosophy ‘to be unique is beautiful and your individuality should be celebrated through what you wear and how you wear it.’

AMiCAFOX and the Environment

At AMiCAFOX, we are passionate about the environment and we’re concerned about the damage we are doing to the beautiful world we live in. The environment is so important to us and that’s why our designs are inspired by the natural world. But our modern way of living is causing harm to our world and to the beautiful creatures that live here with us.

We strongly believe that we all have a responsibility to make changes to our lives in order to minimise the harm we are causing. Just look at our oceans for example. Many of them are polluted with waste plastic and microplastics which subsequently has a catastrophic impact on sea life. All of this changes our ecosystem, often irreversibly.

To that end, we are proud of the fact that our entire Fitness range of leggings are made from recycled plastic bottles. If we all do our bit to reduce our use of plastics then we can make a difference.

Emily Jane Betteridge

Emily Jane Betteridge

Hi. I’m Emily Jane Betteridge and I started AMiCAFOX with my friend Bianca Navara in 2014. As well as running AMiCAFOX, I am also a model, vegan, environmentalist and animal activist.

All of our Fitness Leggings are made from recycled plastic bottles!