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.
The ethos of AJ Activewear is to encourage women to get into the right mindset for being active - which can often be the biggest hurdle. We do this through the psychology of Enclothed Cognition.
This psychology is linked to the way clothing influences our mind. Wearing certain clothes has been scientifically proven to have a positive impact on your self-confidence & emotional well-being.
Our activewear is designed to fit, flatter, and disguise which in turn builds confidence.
The Real Women of AJ Activewear
Every woman you see on our website, and across our social are our "Real Women of AJ Activewear".
Our customers 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.
We set about designing a range of basic shapes which would flatter , disguise, and build confidence so the woman wearing them would be more inclined to go and do more exercise.
Termed "Enclothed Cognition", we have applied this science meaning that what you wear affects how you behave.
We apply this way of thinking to every item we develop in the hope that the women who wear the finished product feel "AMAZING".