The content on this page discusses topics surrounding eating disorders and body dysmorphia.
We started Keep it Cleaner as a recipe e-book in 2015, on a mission to make healthy eating easier. We never imagined it to grow into the empowering holistic wellness company we have become. Nearly a decade later, we’ve come a long way as a brand, and a society. We’ve already evolved from Keep it Clean, to Keep it Cleaner in 2016, recognising the stigma with clean eating and wanting to embrace balance, not restriction. But toxic diet culture still exists. We need to be louder to cut through the noise.We have become more affectionately known as KIC, now we’re making it official. We are on a mission. We are Kic. Simple and sustainable - just like our approach to healthy living. Kic is playful and proud, simple yet bold.
New name, same us. Except one thing. Kic is bolder. We’re not afraid to stand up to society and call BS on toxic trends disguised as ‘wellness’. We’ve been championing this message since day dot, but as toxic trends continue to cramp our styles, we’re making more noise and our new official name is a reflection of our unwavering commitment to make real changes.We’re the anti-diet culture club and we’re ready to Kic those rules & restrictions in the butt. #KICTHERULES
When we were embarking on our plan to become bigger and bolder in this space we reached out to our community to find out what wellness rules they had been told over the years. The response - over 1000 responses with rules that made absolutely no sense.A few of the most common responses are listed below:
We’re partnering up with charitable organisations who support our mission and belief to empower women and non binary people to change the relationship they have with wellness and themselves. We’re here to create a healthier and happier world – that works for everyone.
We’re matching donations up to $10k and selling merch with 100% of profits going to the Butterfly Foundation.Donate now
We’ve built the Kic app to be centred around wellness that works for you; because one size fits many. In our app we continue to create and share more content to support you in your journey to wellness whatever that looks like.
More recently we partnered with Strength Trainer and Body Confidence Coach Sami Rose to create a series of empowering workouts and affirmations to help you on your journey to loving you for who you are and feeling good.
We’re rolling our sleeves up, we know we’ve got more work to do. If you’ve got a story you want to share, a cause you want us to support or you just want to educate us or pull us up on something we need to improve on. Please complete our feedback form here – we’re here to learn, support and grow with you and for you.Learn More
Feel empowered with our limited release ‘mirror’ shirts. Designed to be read in the mirror.
This drop will be released as a pre-order to ensure we only print what you order with 100% of profits made from the tees donated directly to the Butterfly Foundation.Shop now
Rules like: Don’t eat carbs, lifting heavy will make you bulky, fast before midday, nothing tastes as good as skinny feels, summer bodies are made in winter – sound familiar?
These common, yet unrealistic expectations can be the biggest barriers to achieving a balanced, sustainable and happy lifestyle. It’s an intimidating place for someone who is just starting out and can feel incredibly insular, because we’re led to believe that everyone who ‘belongs’ needs to look a certain way, only heightening the feeling that this isn’t a place for them.
On Saturday 13th May 2023, Kic took over Bondi with a gigantic mirror on Bondi Beach emblazoned with the words “EVERY BODY IS A BEACH BODY” drew a literal line in the sand, smashing rules like ‘Summer bodies are made in winter’ and ‘The only body for the beach is a bikini body’.
We had a live custom print stand enabled visitors to print empowering messages in reverse on free merch (that you can now buy!). These words were printed backwards providing a direct reminder for you to make your own rules every time you look in the mirror, which can often be an intimate and negative moment for many people who feel forced to focus on the physical outcomes of their wellness journey.
The Butterfly Foundation is the national charity for all Australians impacted by eating disorders and body image issues, and for the families, friends and communities who support them. They change lives by providing innovative, evidence-based support services, treatment and resources, prevention and early intervention programs, and by advocating for the needs of our community. If you you someone you know needs support you can contact the Butterfly National Helpline.Donate here
Spread the wellness message with us and become a KIC Squad Ambassador
Donate directly to the Butterfly Foundation we’ll match up to $10k in donations
Buy a t-shirt and 100% of profits of this collection will go to our charity partner
Listen to us on KICPod challenge wellness rules
Tell us how we can help & complete our survey
Our newest strength trainer, Sami, has shared with us her top tips when it comes to working out as an act of self-care, so that we’re moving our bodies for the way it makes us feel.Learn More
At a time when social media was flooded with stark ‘before and afters’, it’s no wonder Steph & Laura fell into the toxic trap of diet culture. But now, they’re armed with the tools to KIC it to the curb.Learn More
After years of experiencing and overcoming her own struggles with toxic diet culture and negative body image, Sami Rose is our ultimate guardian angel when it comes to building confidence and helping you radiate from the inside and out!Learn More
Join us fellow wellness warriors and spread the message with our fun new t-shirt collection, 100% of profits will be donated to the Butterfly Foundation.