Sweaty Betty

Sweaty Betty is a personal calling born in London in 1998. Inspired by the things she loves best - fitness, adventure, fashion - Tamara Hill-Norton felt an overwhelming sense of purpose to make an active lifestyle accessible and attractive to othesrs. With an aim to reinvent the masculine sportswear of the time, Tamara teamed up with her husband Simon to open a botique in the cool Notting Hill filled with multi-sport styles for active, fashion-forward women. Despite a few hiccups including a unreliable first assistant, the Evening Standard named Sweaty Betty as "one to watch" two weeks after it opened.