Move over, Lulu, there's a new fitness it girl coming to town—and she's British. The UK's Sweaty Betty will set up shop in Soho this fall, bringing their fashion-forward athletic clothes to the states for the first time. Company founder Tamara Hill Norton told Well + Good NYC that she would sit at the Mercer Street Kitchen on her New York visits, watching stylish Soho ladies pass by, scheming to, "make these women look as beautiful in their workouts as they do in their day-to-day."
One way the shop, at 77 Mercer Street, will be standout from the pack is by the breadth of its selection. The 8,000 square foot store will stock everything from sports bras for running to parkas for snow sports, setting it apart form most of the other fashion-focused athletic boutiques.
The brand envisions that their typical customer will "spin at SoulCycle, do her barre workouts at Exhale Spa, yoga at the Yoga Shanti in Sag Harbor with Colleen Saidman Yee, and her triathlon training at Chelsea Piers." And they'll have everything she needs for her never-ending fitness lifestyle.
· Sweaty Betty comes stateside with a Soho boutique [Well + Good NYC]