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 redefine the way women dress. Welcome to the new way of dressing.
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.
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.