New Kid on the Block: Sweaty Betty

Founded in London in 1998, the Sweaty Betty line of fitness apparel for women now has nearly 50 shops in the U.K. and 13 in the U.S.—with its latest in Tribeca, at the corner of Church and Franklin. What sets the brand apart, says the rep who showed me around, is that everything designed by women—including founder Tamara Hill-Norton—for women. (“We will never do men’s,” she said.) You’ll find tops, leggings, bags, socks, and gear; some items are created for specific athletic activities, while others are more versatile. I thought the term “athleisure” referred to clothing one would wear while working out, but the rep said that it also covers pieces that can transition between athletics and downtime, which is why Sweaty Betty also has a few dresses and a bomber jacket. In-store activities will start up once the shop has found its sea legs.

Sweaty Betty is at 271 Church (at Franklin), 212-226-2249, sweatybetty.com.

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