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Designing activewear that goes beyond fitness, Sweaty Betty has been offering unique and on trend designs from London since 1998. Taking cues from the catwalks, travel and an active lifestyle, Founder and Creative Director Tamara Hill-Norton aims to redefine the way women dress. Welcome to the new way of dressing.

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TAMARA'S GUIDE TO AW16

Designed in London, inspired by Iceland - the AW16 collection recalls the land of Fire & Ice. From Icelandic street style to local architecture and endless natural wonders, discover how we reinvented activewear as you know it.

BEHIND THE SCENES >

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NATURAL PRINTS

From lava melting onto the snow, to black beaches and icy glaciers, these images formed the basis for this seasons exclusive prints.

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LONDON LAYERS

In the capital, the corrugated iron and concrete served to inspire structural shapes, clean lines and deconstructed layers. Though it wasn't all grey, the cool locals wouldn't look out of place on a London street in oversized layers and chunky alpine knits.

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3 SEASONS IN 1 DAY

The weather here changes from snow, to wind then rain within an hour, so after experiencing the varied conditions, it was determined that clothes needed to withstand the elements.

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MEET THE MODELS

Chosen for their Scandi look and cool attitude, models Ragnhild Jevne and Ilse de Boer are roommates who have travelled the world together.

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THE STYLE GUIDES

Whether you're dressing for gym, work or play- we've got how to style your active look sorted. Get ready to look hot.

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RUNWAY LOOKS

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TAMARA'S EDIT

Take inspiration from our Founder & Creative Director's quirky avant-garde style.

EXPLORE THE EDIT >

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ABOUT TAMARA

Meet The Founder and Creative Director, whose vision has redefined women's activewear.

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BEHIND THE SCENES

With its extreme landscapes - Iceland has long attracted the more daring travel set.

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IN THE PRESS

Discover Sweaty Betty among the pages of Vogue, Grazia, Elle and more. Look out for editorial photoshoots and fashion editor picks.

VIEW PRESS COVERAGE >

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