' Representation shows that we exist': 7 Black-owned activewear brands you should be shopping year round
It's no secret that the fitness and wellness industry has a diversity problem. Social barriers like unwelcoming spaces and underrepresentation in leadership, financial barriers that make access difficult for lower-income individuals, and physical barriers—such as the need for safe spaces and considerations like hair care—are all areas that need attention. In fact, Ata-Owaji Victor recently wrote for Women's Health on the beauty barriers many black women face when it comes to participating in sports.
But the space is growing. In the UK, a number of entrepreneurs and businesses are stepping up to create more inclusive, diverse fitness and wellness brands, addressing these gaps and driving positive change in the industry.
Dami Howells, fitness influencer and founder of activewear label DAMIHOW, understands the importance of supporting black-owned brands.
'Representation shows that we exist,' she tells Women's Health. 'It provides encouragement for those in our community and those who come after us.'
'There are so many talented models, creators, influencers and athletes who are doing so amazing, but are not being given the platform or opportunities simply because of their skin colour and not fitting a certain ‘aesthetic’.'
The brand, founded in 2018 has a loyal customer base, with the goal of the label being to empower Black individuals in the fitness space and providing the recognition they deserve.
'I rarely saw black women as fitness models for active/gymwear brands. That’s when I decided I wanted to create my own brand,' says Dami. 'I wanted to create a brand that would represent black women, and also encourage the women in my community to get active, which was lacking at the time.'
And with Black History Month taking place in October, there is no better time than now to support Black-owned brands, although support should hardly be restricted to one month of the year.
Offering a word of advice for other Black women wanting to break into the space, she says to 'just go for it'.
'There’s so much opportunities and work to be done within the industry... Running a business is not easy, motivation won’t always be there to help. But always remembering your purpose and passion will keep you going.'
Black-owned activewear brands to shop in 2024
Want to broaden your horizons and support some of the must-watch Black-owned businesses both in the UK and abroad? Check out some of our fave standout fitness and wellness brands that are definitely worth adding to your shopping list.
DAMIHOW
'It’s not been an easy journey. But seeing people purchasing and wearing my products always leaves me in awe,' Dami says. 'I’m just so grateful that people continue to support me, and not just because I am a Black-owned brand but because they genuinely love the products and the brand. That surpasses all other achievements.'
The UK-founded label offers a diverse range of activewear in bold and bright hues that make showing up to the gym just that little bit easier. With a dedication to accessibility, the prices are affordable (starting at just £13) without compromising on quality and the designs take into account the many ways a body can look.
Dami hopes to expand her range further into menswear, as well as providing 'more inclusive pieces, where there is something for everyone'.
'I don’t want people to head over to my website and lose confidence because they don’t feel it’s for them'.
Our picks:
adidas Originals by Wales Bonner
It's undeniable that adidas Original's collaboration with British designer Grace Wales Bonner is one for the books. It's practically impossible to walk through the streets of London without spotting a pair of viral Sambas or SL72 from the various drops over the last few years.
The English designer's modern and refined approach to athleisure and sportswear has made fast fans of the style set wanting to elevate their streetwear and the new capsule collections are hotly anticipated, selling out before you can say 'three stripes'.
Our picks:
Soul Cap
Another UK-based label, Soul Cap, was founded in 2017 when Michael Chapman and Toks Ahmed saw a woman at their local pool struggling to fit her voluminous afro into a swim cap. This sparked the idea for their business. While it seems surprising that such a need hadn’t been addressed sooner, Chapman and Ahmed's innovative solution quickly gained popularity among people with voluminous hair—often Black or Brown—who didn't want to be held back when it came to swimming.
Since its birth, the brand has gone on to collaborate with adidas, work with Team GB’s marathon swimmer Alice Dearing on the #BlackGirlsDontSwim campaign and even sponsor two athletes at the Paris 2024 Olympics.
Y-Fit
Founded by Londoner Mark Agyakwa back in 2016 as he worked at a football analytics company whilst playing semi-professionally, after an injury he wanted to make his own name in the space and found his own brand. Simultaneously his fitness platform Fitness For The Culture rapidly grew in popularity as he set out to showcase the talents and skills of people of colour within the industry.
Since its conception the premium sportswear brand has maintained a loyal customer base, working across men's and women's apparel with accessories to boot. It's no surprise considering the quality of the pieces and affordable, accessible prices.
It also happens to be a favourite of Dami Howell's, 'they’re [a] brand with a lot of integrity and are passionate about doing things for the community and having a purpose.'
Our picks:
Roam Loud
Liberian-Nigerian American, Toyin Omisore, wanted to create a wellness label that unapologetically highlighted Black women 'at the forefront and not an afterthought'. Passionate about fitness and wellness in her personal life, her dedication to the space is clear throughout its collections.
With stylish activewear and streetwear pieces that make versatile additions to any active wardrobe spanning from classic leggings to tennis dresses and graphic tees. Her campaigns are cinematic and her pieces cherished additions to your collection.
Our picks:
Zoezi
Meaning exercise in Swahili, Zoezi is the perfect embodiment of the joy of movement. Its pieces strike the balance between classic timeless styles and bold, fun prints meant to move in.
Founder Yvonne Bulimo is proudly Kenyan-born and American-raised, and it's this 'Fearless Kenyan spirit' you can see throughout the label's collections. A modern take on the rich culture and colour of the African country, their array of activewear will brighten up even the dreariest of UK days.
Our picks:
Bind
High-end athleisure brand Bind fills a much-overlooked gap in the industry. Founded by Kayleigh Benoit in 2019, the label was created to help people maintain their hair while keeping up with their active lifestyles.
Bind's line of protective headwear safeguards against sweat, heat, and moisture, catering to all hair types and textures. From hijabs and headbands to durags and headwraps, their diverse offerings not only look great but also stand up to the task. Their many community events are also not to be missed.
Our picks:
More gymwear content...
Columbia's new reversible camouflage range is ideal for colder days
13 best waterproof trainers for women that'll keep your feet dry all year round
Cut through the noise and get practical, expert advice, home workouts, easy nutrition and more direct to your inbox. Sign up to the WOMEN'S HEALTH NEWSLETTER
Read now: How to build self-compassion and confidence
You Might Also Like
