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ABOUT US

BRAND PURPOSE

Tamara’s aim when she founded Sweaty Betty in Notting Hill in 1998 was to redefine the way women dress, transforming activewear into clothing that makes you feel powerful and beautiful. 18 years later, we now have over 50 shops in the UK and US, filled with activewear for more than just working out. Inspired by a love of London style and global travel, these beautifully fitting pieces are made for one wardrobe for every occasion. Add technical fabrics that will help you perform under the toughest conditions, and I guarantee you’ll look amazing.

CORE BELIEFS

HEALTHY & FIT

= HAPPY

We believe in inspiring our customers to lead active lives, because exercise feels great.

DOING THINGS

DIFFERENTLY

We are a pioneering company that aims to make a lasting contribution. Style meets performance. Feminine meets sporty.

BORDERING

OBSESSIVE

We are passionate, bordering on obsessive. We recognise this, so we need friends and family around us at work and home to help us find balance.

COVET WHAT

WE CREATE

We create beautiful products that we all want to wear. Will it make us look good? Will we perform better? The answer must be a resounding yes.

PRACTICE WHAT

WE PREACH

We are evangelical. We cannot help but pass on the knowledge, share the energy and explain the benefits.

EARN OUR

PLACE

NO ONE'S

PERFECT

By working hard in

our local communities,

we earn our place as

a reference point

for wellbeing.

And alongside our love of healthy living, we love having fun and indulging in Cornish clotted cream.

the history of sweaty betty

Sweaty Betty is a personal calling born in London in 1998. Inspired by the things she loves best – fitness, adventure, fashion – Tamara Hill-Norton felt an overwhelming sense of purpose to make an active lifestyle accessible and attractive to others. With an aim to reinvent the masculine sportswear of the time, Tamara teamed up with her husband Simon to open a boutique in the cool Notting Hill filled with multi-sport styles for active, fashion-forward women. Despite a few hiccups including a unreliable first assistant, the Evening Standard named Sweaty Betty as “one to watch” two weeks after it opened. Eighteen years later with over 50 stores from Notting Hill to Los Angeles, Sweaty Betty has collaborated with top London designers, appeared on the catwalk, won countless awards for retail interiors design and opened concessions in top department stores, and can we mention Tamara is now a Mum of three?

OUR HISTORY

READ THE FULL STORY HERE >

/us/meet-tamara/#meettamara

REFRESH YOUR

SHOP NEW ARRIVALS >

MEET THE FOUNDER

& CREATIVE DIRECTOR

FIND OUT MORE >

WORKOUT WARDROBE

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