From running leggings to cycling kits, fitness journalist India Paine highlights the women-led brands creating activewear that fits, performs and empowers.
There are few things more infuriating than leggings that won’t stay put mid-run — except, perhaps, peeling off a sports bra that’s dug in for an entire workout. When your kit isn’t working with you, it’s impossible to focus on the session at hand. And when you don’t feel confident in what you’re wearing, your performance feels it.
I train most days — early strength sessions, regular runs and long bike rides when the weather cooperates — and I move differently when I’m not adjusting straps mid-set or altering my stride because something’s slipping. Kit that fits properly isn’t vanity — it’s performance.
And right now, more women than ever are investing in theirs. Events like the London Marathon are seeing the gender gap close, and female gym participation continues to climb year on year. But for decades, much of women’s activewear was simply men’s kit resized and recoloured.
That’s no longer cutting it.
A new wave of female founders is building brands designed around women’s bodies, biomechanics and ambitions — not as an afterthought, but as the starting point. Here are five worth adding to basket.
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Bimble & Bolt
Marathon training frustrations led founder Hannah Walker-Howard to create what she couldn’t find — running leggings that stay up. Launched in 2023, Bimble & Bolt is on a mission to make women feel unstoppable on the run.
Choice is the brand’s superpower. Shorts and leggings come in eight different lengths — from 4” shorts to 8/8+ full-length styles with a 72cm inseam — alongside high- or medium-compression options. Every pair features a supportive high waistband and genuinely practical storage.
The 6” Super Strider Shorts (available in 10 colourways) are a standout for everyday miles. For maximum carrying capacity, the Peaky Pockets Leggings boast eight pockets — yes, eight — making them a dream for runners who want to ditch the vest.
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Luca
After being told to “just size down in the men’s section”, cyclist Luca Kuhn decided women deserved better. In 2024, she founded Luca — a technical cycling brand engineered specifically for the female body.
Expect women-specific padding, carefully positioned seams to reduce pressure and chafing, and silhouettes that feel both performance-driven and elevated.
The hero piece is the Road All-In-One. A sleek alternative to traditional bib shorts, it can be worn with or without a jersey (goodbye, awkward tan lines) while offering the same support and aerodynamic benefits — just with a more considered, feminine finish.
QLVR
We know women’s hips differ from men’s — but feet? According to QLVR co-founder Nicolle Dean, the differences are significant. After two decades in footwear, she saw first-hand how often trainers were designed on male lasts (3D foot moulds), then scaled down.
QLVR flips that model. The ENDVR Running Slipper is built around female foot anatomy, featuring a narrower heel, wider toe box and higher arch. Instead of traditional laces, a Wing Fit system locks the foot in place to improve rear-foot stability.
The result is a shoe that transitions seamlessly from gym floor to road miles to coffee run.
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Aesene
Founded in 2025 by sisters Lucy and Megan Davis, Aesene is designed for women who don’t train in just one lane. Strength sessions, Hyrox-style conditioning, steady-state runs — these pieces are built to move across disciplines.
Operating on limited drops rather than endless collections, Aesene focuses on intentional design. The Mesh Top is buttery soft with a cut that feels both sporty and feminine, while the Zip Through Hoodies and Cuffed Joggers are ideal for recovery days and rest-day errands alike.
Consider it elevated gym wear with longevity in mind.
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Mileoff
Mileoff was born when founder Alice Bugeja spotted a gap in the market for cold-weather run gear that’s genuinely designed for women.
The Padded Run Gilet feels like one of those pieces you didn’t know you needed — until you do. Engineered specifically for winter miles, it layers without bulk and moves with you.
The now-viral Hydration Run Vest, meanwhile, challenges the idea that vests are only for ultra distances — or that they need to come in boxy, masculine cuts. Designed in women’s sizing (6-16), it features 10 pockets, elastic race-number loops and a refined colour palette that proves performance and aesthetics can coexist.
For Alice, the mission goes beyond great kit. It’s about demonstrating that women can lead — and win — in a male-dominated industry.
Feature image: Mileoff
