By Nina Ornstein
FROM A SIMPLE IDEA TO A GLOBAL LIFESTYLE:
Sweaty betty is a British retailer specializing in active wear for women. Founded in 1998 by Tamara and Simon Hill-Norton with a mission to inspire the empowerment of women through movement. Sweaty betty has since moved in and up in the US retail market, with bicoastal stores from Venice Beach to East Hampton. And we’ve teamed up with this inspirational company for a pop up retreat experience in East Hampton TOMORROW! Tuesday July 19th.
As Founder and Creative Director of Sweaty Betty, Tamara remains as driven by fitness and adventure as she was when she first created the brand. So she thought about the things she loved – fitness, adventure, fashion – and how she could run a business that would appeal to all her passions. “Imagine if there was a community for women like me who want to lead an active life without compromising on style,” said Tamara. “My vision is to dress a woman, and at the same time empower her. I want to create workout wear that’s more than something to sweat in, it’s a tool for transformation.”
IT’S ALL IN THE NAME:
With a firm vision and the confidence to redefine the UK’s activewear market, the only thing Tamara was missing was the name. Discarding many less provocative alternatives like ‘Egg’, ‘Form’ and ‘She’s Active’, she eventually settled on the most polarizing idea of all: ‘Sweaty Betty’. Inspired by the American definition of ‘Betty’ as a cool girl, and the juxtaposition of it against the less glamorous word ‘Sweaty’, Tamara loved that it challenged conventions and made people look twice.
In 2012 she introduced Sweaty Betty to the American market with a new US website. She also looked within Britain for new ways to prove that activewear can be cool. In 2015, she embarked on a design collaboration with British fashion icon Richard Nicoll. Together they launched a capsule collection that made it to London Fashion Week and sold out in weeks. Today, Tamara’s dream has become an inspirational reality. Sweaty Betty has expanded into an omni-channel retailer selling premium women’s activewear, designed in-house, across worldwide boutiques and an award-winning global website. From its humble origins, Sweaty Betty has evolved into a global fit fashion powerhouse. As Founder and Creative Director of Sweaty Betty, Tamara remains as driven by fitness and adventure as she was when she first created the brand. We couldn’t be more proud to be collaborating with this absolute SHE BOSS!
PS – If you’re “Out East”, come visit us our garden retreat Tuesday, July 19th. Email to RSVP please.