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Empowering Women Through Fitness


posted on Wednesday, 19th August 2009by Tamara | 0 Comments

Sprained my ankle serving in tennis game. Agony. My ballet dancer colleague at work advises me on the RICE route to recovery: rest, ice, compression, elevation. My less hardcore, more normal approach to injury other colleague suggests I go to a physio straight away. Miraculous. I go in a hobbling wreck and come out all strapped up, walking normally and ready for my "active" boat holiday in Croatia!

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posted on Tuesday, 18th August 2009by Tamara | 0 Comments

Going for run on temporarily sunny beach, admittedly loads of people exercising through surfing etc bit had this been anywhere else in world, I bet it would be packed with joggers.

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Highlight of the week

posted on Saturday, 15th August 2009by Tamara | 0 Comments

No surfing in Cornwall. Weather was so wet we barely made it to the beach. Highlight of the week was leaving the kids and rain behind on the moor and driving into sunshine at watergate bay. We stayed at the hotel and treated ourselves at jamie oliver's 15. Nice.

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Surfing in Cornwall

posted on Sunday, 2nd August 2009by Tamara | 1 Comments

I'm looking forward to doing some surfing in Cornwall next week, although my new love is stand up paddleboarding as i prefer to stand on top of the board rather than always be lying down on it. It's so great for your core muscles as well.

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Our SS10 collections

posted on Saturday, 25th July 2009by Tamara | 0 Comments

Signed off SS10 range for next year. Theme is east meets west, the clash of Californian style beach living and outdoor wild sports such as rock climbing and surfing with eastern calm, history and focus  (karate, yoga etc). Colours are beautiful, inspired by fashion - lots of blues ranging from teals to cornflower - and the outdoors - soft taupes of rocks, orange flowers electric blue sky and pale yellow sunshine.  Trims reference hiking with twisted fluoro bungee cords and thick ropes. wetsuits influence detailing with zigzag stitching, flattering feminine flatlock seamlines and chunky plastic zips. The eastern influence is felt through use of volume, silk fabrics and soft spa pieces. Even our running jacket has volume and frills and is unexpectedly beautiful.

Our beachwear has taken a sporty turn with each range having an end use (whether it be for the spa, lifeguards or surfers). Beachwear will have the sweaty betty stamp and all PERFORM. Hero pieces for me are the incredibly feminine wetsuit, the pammy zip up swimsuit, the unbelievably gorgeous trisuit, a trench inspired fleece cooldown top and some divine sheer layer yoga tees. The shoot will all be outdoors to capture that lovely free feeling you can have from exercising outside in the summer.

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Chiswick refit

posted on Monday, 20th July 2009by Tamara | 0 Comments

Chiswick shop looking good - that is our next one to be refitted with our new look and should be done by Saturday. Our old White interior with pink fluoro vinyl now looks so dated and I'm loving the drama our new black Walls, floor and ceilings in lime green and orange, it is much more contemporary and has a universal appeal.

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Cross country running

posted on Monday, 20th July 2009by Tamara | 0 Comments

It does feel amazing going running. I did my circuit up hill and down dale this weekend in Devon, running along the tops of hills overlooking farmland and the sea.

Was thinking how our next summer shoot should reflect that lovely-free-at-one with nature feeling you get from Cross country running...

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The first session at the athletics track

posted on Wednesday, 15th July 2009by Tamara | 0 Comments

Excited that my 9 yr old daughter loved her first session at the athletics track. she needs to do extra curricular sports in my opinion as her school sports day consisted of egg and spoon, sack race and skipping with the odd sprint thrown in for good measure.  She came back from the track on a high, saying it felt good running that fast and hard.  I really believe girls should start to enjoy the feeling of exercise and feeling fit and healthy from a young age.

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Lost and found

posted on Monday, 6th July 2009by Tamara | 0 Comments

Visited our revamped concession in Selfridges last week. We are one of the first to refit on their innovative "lost and found " 3rd floor which is going to include premium denim brands, juicy couture, and other Californian labels that we can sit so well next to. The concept is big and bold and we are incredibly pleased to be at the forefront of it. Our new autumn range is on display here and we are very excited by initial reaction to it. This is the first range that has been designed and produced by a relatively new team so it is nerve wracking to see how it will go (I have confidence though that it will be amazing).


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Back to our British roots...

posted on Monday, 6th July 2009by Sweaty Betty | 0 Comments

This month we took on a different personal challenge, the Autumn Winter 09 photoshoot. We traditionally go to the European slopes for this shoot. This season however, the theme was a refocusing of the brand on Britishness and our heritage, so we found ourselves in Deptford, East London. We are proud to shoot within a real environment and EC1 is as real as London gets. We are not afraid of the great British weather. Or an image with sweat included. We belong just as much in ID and The Face magazine as in Triathlete's World, Zest, Grazia and Vogue.

A beautiful old house amid derelict London, using models that really do cycle, run, practice yoga and ballet. A true sports photographer, trained to capture movement in its most natural form. Collections styled as they would be worn and accessories strewn across the house as they are at mine, to remind me to take my yoga mat, gym kit or sports bra with me on my way out.

It was a magical three days from which I also learnt how to create the perfect smoky eyes from our make-up artist and, very briefly, stood 'en pointe' for the first time in more years than I can remember...

Tamara, Founder

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