Sweaty Betty has laid claim to Carnaby, opening their first flagship store, No. 1 Carnaby Street.
This mecca of fashion, fitness and food provides the ultimate Sweaty Betty experience, embracing the brand’s core beliefs in green juice and cocktails, beautiful technical, and London cool.
Visitors can shop the sublime sportswear, workout with London’s best fitness studios (including Frame, Equilibrium, and the Model Method) get their braids done by Duck & Dry, then feast in Farm Girl’s café located on the top floor.
No. 1 Carnaby Street is the culmination of years’ worth of dedication and determination by creator of the brand, Tamara Hill-Norton who, in 1998 began her mission to empower women through fitness and beyond.
19 years and over 50 shops later, I’m so excited to introduce our flagship: No.1 Carnaby
When interviewed Tamara confessed she ‘spent years dreaming up this concept, even handpicking all of the partners to ensure they had a similar value and ethos to the Sweaty Betty brand.’ Read the full interview below, then race to No. 1 Carnaby as quickly as you can.
Founder and Creative Director of Sweaty Betty, Tamara, gives you the lowdown.
Where did the idea of the concept come from?
When we were talking about the concept for No.1 Carnaby by Sweaty Betty, the idea was to create a space that is a destination as much as a shop. The store is right in the centre of London, so I wanted it to be a place where you could hang out with your friends, go for a class, get a cocktail and your hair done all under one roof.
How did you choose the partners?
I handpicked all of our partners myself, as I wanted to make sure they had a similar ethos and values to Sweaty Betty – to live a balanced life that goes beyond fitness. When I met Rose from Farm Girl and Yulia from Duck & Dry, I was instantly struck by how they’ve created something so new and exciting. Our studio has a different takeover every day with a mixture of our favourite workouts in London and Sweaty Betty ambassadors. In fact, Fight Klub actually teach a class in our Support Office once a week.
What’s going on during opening week?
We’ve planned a really fun range of events, there are free classes at The Studio so everyone can try it out and you can get your leggings monogrammed for free, which is so cool. Plus, on opening day, the first 100 customers will receive a free pair of our Power Leggings.
Why Carnaby Street for Sweaty Betty’s new flagship?
Carnaby is such an iconic London location with so much history, so as a British brand, No.1 Carnaby is the ultimate address. We’ve dreamed of having a flagship like this for some time and this location just ticks all the boxes.
What do you most love about London?
I love the diversity of culture and people, it’s such a cosmopolitan place to live which is so inspiring creatively.
If we should try on one thing in-store, what should it be?
It has to be our bum-sculpting leggings. There are two in particular: our Zero Gravity leggings, which is made of an Italian fabric that is very compressing and sculpting. And our other one is the Power leggings, and that’s a bit more stretchy, but also super sculpting.
What are you most excited about?
Everything! This will be like a permanent incarnation of Sweaty Betty Live, I actually may move my office there. I can’t wait to be able to workout, eat, get my hair done and shop in one place, you’ll essentially find me enjoying a super latte and Farm Girl’s amazing avocado toast constantly. Plus, I’m pretty excited you can get a cocktail there too.
Finally, describe No.1 Carnaby in three words?
Fashion, fitness and fun!
Find out more about the new flagship No.1 Carnaby by Sweaty Betty here.