Sweaty Betty celebrates 20 years
After two decades of making women look and feel good while they exercise, Sweaty Betty are still creating innovative workout wear
Back in 1998, when Sweaty Betty star-jumped on to the fitness scene, its founder Tamara Hill-Norton didn’t quite realise what an impact she would have in the years to come. Fast forward 20 years, and the activewear label – designed by women for women – has garnered countless awards, and legions of fans, won over by its practical yet beautiful collections for every sport.
At the end of the Nineties, the choice of women’s sportswear available was limited to say the least. At best, women had to settle for shapeless separates, which were often unfeminine and uninspiring. Tamara’s vision of a female-friendly, fashion-focused sports label, aimed to change all that. Her chic boutiques, with knowledgeable staff and stocked with trend-led sportswear, were an instant hit and immediately filled a gap in the market.
Now, with over 60 shops worldwide, Tamara is still at the helm and as active as ever. To celebrate the brand’s 20th anniversary there’s an innovative new collection for AW18 and a fresh new colour way for the Zero-Gravity Leggings.
Made from a hi-tech Italian fabric, which is ultra-lightweight, muscle-compressing and sweat wicking, the leggings not only miraculously sculpt the bum and lengthen the leg, but have also been put to the test by athletes to make sure their performance is on point. With designs inspired by the brand’s roots in London – the first ever store was in Notting Hill – the result is a fashion-forward legging, which truly flatters, but which is also suitable for high-intensity workouts, whether it is HIIT or TRX.
“I like to think that Sweaty Betty personifies a woman who works out, but definitely likes cake,” Tamara laughs. “Our all-female design team creates clothes with a woman’s body in mind. We are obsessed with fit and fabric, hence our obsession with bum-sculpting leggings. But we are also all about balance. We may start most days with a workout, but we always enjoy a cocktail."
“When I started Sweaty Betty, I wanted to reinvent activewear to make clothes that make women feel powerful and amazing,” she continues. “I love that we help women find their confidence to become fitter and stronger. The new Zero-Gravity Legging is the culmination of this journey – it makes you look amazing on the outside but it is built with technical intelligence. Much like the women who are our customers.”
Visit Sweaty Betty to check out the full range of Zero-Gravity Leggings or follow @sweatybetty #youbetyourass