DESIGNED FOR CONFIDENCE, BUILT FOR MOVEMENT.
Giving women the confidence to be more active.
AJ Activewear is a British activewear brand, specialising in designing clothes to boost confidence in women.
Founded on the idea that true confidence comes from embracing who we are, not fitting into someone else’s idea of who we should be, AJ Activewear is all about giving women the freedom to move, live, and shine in their own skin. We design clothing that’s as versatile as your life, made for everything from high-intensity workouts to those everyday moments that matter just as much.
Our promise? To help you feel confident, empowered, and ready for anything—no labels attached.
The Real Women of AJ Activewear
Many of the women you see across our website, and social are our real customers.
They have featured in Worldwide publications, national press, and even on Oxford Street billboards and shop windows.
Established in 2020
We're Deb (left) and Claire (right)
After 10 years of talk, we finally put our money where our mouths were. It possibly wasn't the norm to start a new business during a Global pandemic, or in our 50's and 40's, but there we were, full of ideas on how we would change the way activewear was designed.
What we struggled to understand, and still do, is that nobody seemed to be thinking about how a woman felt when she put on the clothes, and how that would impact what she did next.
Termed "Enclothed Cognition", we have applied this science meaning that what you wear affects how you behave.
We set about designing a range of basic shapes which didn't matter what they were used for. Simply designed to build confidence, our clothes are worn for 5ks, Pilates, school runs, and coffee dates all over the World.
We apply this way of thinking to every item we develop in the hope that the women who wear the finished product feel "AMAZING".