Sweaty Betty. Though I’m not exactly their target market, I love this brand. They have a store next door to one of my regular London watering holes, which is how I first came across them. From the moment I read their sign, I just “got it”.
The name is fun, it’s memorable, it describes what they’re selling perfectly, and it’s so… English. It doesn’t take itself that seriously. Though Sweaty Betty is going for the upper end of the market, this isn’t gym wear for the uptight, self-important crowd.
And yes, it’s a social object. Their story is easy to relay at a cocktail party, even after a couple of drinks. Some nicely designed gear, a good vibe and a fun name; sometimes that’s all you need.