The athleisure wear industry is estimated to be worth £2.5 billion in the UK alone; and is only expected to increase throughout the next five years. This rise could be attributed to the increase in social media influencers who make their living sharing exercise related content; and have generated buzz around exercise, especially for their younger audiences.
In recent years, well-known high-street brands have reacted to this surge in interest for fitness by releasing their own range of sportswear. With most fast fashion brands, including Missguided and Pretty Little Thing, creating their own range of gym wear. But how could new brands establish themselves in an already saturated market?
This challenge has been accepted by Grace Beverley, a 23-year-old social media influencer, turned entrepreneur, who has already sent shockwaves through the industry. Storming straight to the top of Forbes 30 under 30 list, Grace has founded two successful fitness businesses in just a few years; with Tala launching in May 2019 and selling more than 60,000 products within the first few months. But what sets her apart from her competitors?
Described as “the brand you knew you wanted but could never quite find”, Tala is a fitness brand, creating ethical products with sustainability at the core of the brand. While sustainability within brands is not necessarily a new concept, Tala has promised to deliver ethical products that “wont break the planet, or the bank”, something consumers can smile about. Companies striving for sustainability have notoriously sold clothes with a hefty price point upwards of £100, which is simply impossible for most customers, making it difficult for the everyday consumer to shop sustainably.
Tala has made sure to incorporate sustainability into every aspect of the business – from using recyclable materials to create the clothing, to selling Fibre Filer Bags, which cleverly catch the tiny microfibres released every time clothing is washed. The Fibre Filer Bag prevents the microfibres from contributing to pollution of our oceans as they can be disposed of from the Fibre Bags into the bin. The package is also made from 100% recycled material to ensure there is no waste ending up in landfill. Is there anything they haven’t thought of?
While fast fashion allows its consumers to purchase clothing at discounted rates, it has become known that exploitation is a serious issue in this industry. Brands selling their clothing at lesser rates than their competitors, are often known to take advantage of their workers in the factories who may be working extended hours but seeing very little return in the rate they are paid. Tala has made sure to provide clothing at an affordable rate, but customers can rest easy knowing they are wearing clothing that has been ethnically created. Not only do they pride themselves on operating sustainably, but they also ensure the products are created with suppliers who align with their beliefs by ensuring their factories are operating ethnically.
If you’re looking for a brand who has put thought into every aspect of their business, look no further! The tag on each item of clothing is filled with seasonal seeds. This means you can cut off the tag and grow a different plant with every tag you get. All you need to do is put the tag in some soil, sprinkle it with a drop of water and watch your very own plant grow. Talk about going the extra mile!
Putting diversity first
Within recent years, consumers have not been reserved in calling brands out for not including diversity within their marketing campaigns, as well as holding fashion brands accountable for not featuring models of different sizes on their websites. While we can acknowledge that brands have been showing more diversity within their campaigns, there is still work to be done. In 2020, inclusive marketing is an obvious choice to reflect real people and remove the unrealistic ideals put forward by “perfect” models. This is not an issue for those browsing the Tala website, as women of all shapes and sizes are featured. The diversity is carried through throughout the brands marketing and is sure to attract the attention of a diverse range of women.
While this brand is certainly one of the first paving the way for inclusive, sustainable, and ethical approaches to creating and marketing clothing; hopefully, it won’t be the last!
Cheyenne Doyle is a final year BSc Communication Management and Public Relations student at Ulster University. She can be found on Linkedin and Twitter