In the urban jungle of London, on the banks of the Thames, sits the Southbank Centre or more specifically, its undercroft. Famed for its vibrant, statement-making graffiti inspired by the Bowery artwork of NYC, the undercroft and its many rails attract colonies of skateboarders, making it a hub for sporting creativity.
Sheltered from the tourists, its low-lit concrete surroundings capture the gritty urban nature of London, giving it the same edgy vibe that can be seen throughout the collection. And given this seasons Parkour-inspired designs with brightly-coloured, graffiti-style prints across the lines, the undercroft proved the perfect shoot location.
This season is all about juxtaposition, and capturing the hidden treasures of Londons urban jungle in our edgiest collection to date. Inspiration came from all across the city. From seeing flowers in vibrant colours standing out against a towering backdrop of silver and chrome, to the bright and bold graffiti that covers brick walls. With the sun shining through the trees, creating hazy leaf-like shadows on the concrete, we channelled our creativity into statement prints, edgy urban designs and as always, the most innovative of fabric technology.
Born in the heart of London’s Notting Hill, Sweaty Betty has been ensuring style meets performance in women’s fitness clothing for over 15 years. The aim is to ‘inspire women to find empowerment through fitness’. Now with over 30 Sweaty Betty boutiques around the UK, including concessions
in world famous department stores Harrods and Selfridges, Sweaty Betty active wear has become synonymous with innovative, feminine designs for enhanced performance.
From yoga clothes to running kit, ski to beach, gym wear to tennis apparel, Sweaty Betty is the fitness clothing brand of choice. All Sweaty Betty pieces are designed using the highest quality fabrics. From high stretch, sweat-wicking Sensitive® fabrics for gym wear to draping, odour resistant Yogatech fabrics for yoga clothes – performance and style are not mutually exclusive.
Garment technology and design innovation are at the heart of Sweaty Betty fitness clothing. Everything from our gym wear to ski lines, yoga clothes to running apparel feature an element of newness. Reflective piping, compression, anti-chafing flatlocked seams, seamless technology and heat sealed pleating are just a few of the advanced features on Sweaty Betty fitness clothing that guarantee enhanced performance.