As part of my prize for winning the Sweaty Betty blogger styling event for their SS14 collection (you might remember it from my previous post HERE), I had the opportunity to interview their design team (Lisa, Laura and Julia) over at SB HQ in Fulham. The picture above is me in full-on ‘interview mode’. Organised over 3 floors, with a yoga studio, a shop, full corporate infrastructure and a strict ban on using the lift, the headquarters reminded me of a mini-Asos office; buzzing, creative, young and very cool! There are fabric libraries, mood walls, rows of iMacs, hair straightener zones, and a growing collection of award plaques…
Below you’ll find the transcript from my interview. There are some fun pictures to go along with it, which give you a flavour of how their ground floor studio-space looks, but this post is really meant for the keen fitness fashion enthusiast. It provides a rare insight into how the people that create our ‘sports looks’ think about the design process. A huge logistical and creative effort gets underway every single season, and as western consumers, we tend to take that ‘in-store-availability’ and ‘newness’ totally for granted; we’re totally oblivious to what’s going on behind the scenes, to get the product onto our shelves. The Sweaty Betty team are developing a world-class approach to the process, and I found it a fascinating experience to get a glimpse of the construction. I hope you enjoy reading it (or maybe just browsing a few of the shots) 🙂 Faya x
