ABOUT US

Three years ago I found that I was struggling to find anything I liked to wear to yoga and the gym. It seemed as if everything was so generic, simple and boring and the sizing’s were completely incorrect. As a tall size 10-12, I found myself wearing size L in most well known sports brands and it made me wonder, if I was wearing the largest available - what were larger women wearing to exercise?  Large white t-shirts that would get wet during practice, drag them down and make them never want exercise ever again! So I decided to create my own exercise fashion label that gave more creativity, flexibility, hold and took all women’s size and shape into consideration. Clothing to feel good in, for active women whether petite or tall, thin or shapely.

My love of fashion started very early on and straight out of school I learnt the importance of well fitting clothing and how it can empower you. Starting as a Saturday girl for Joseph Ettedgui of Joseph, then as a full time stylist and sales manager for Faycal Amor of (Plein Sud) and finally back to Joseph fulltime. Watching and helping Joseph with his famous windows, I saw how important his customers and their feedback were to him. He would listen.... Small changes in design would make the world of difference to the outcome of a client's day through their clothing. Joseph women were and continue to be confident, grown up, knowledgeable, sexy and sophisticated. They understand quality, cut and fabric and also value for money.

My love of fashion combined with my love of being active, at the time, Bikram yoga, I decided to start designing a collection of exercise separates that remained practical but with a fashion edge. Practically I also needed something that would stay dry on my way home from the gym on London transport (as most things were either cotton or non wicking Lycra). The various fabrics used today may look the same but they are not.

We adore hearing from you, be it recommendations, feedback or ideas! 

Much SA Love, 

SHADI xx