Figure Fit is the brainchild of superwoman Claire Howe. A busy mom, travel & wellness PR, wife and fitness fanatic who is carving a niche in the market for luxury, AFFORDABLE, activewear. Inspired by her world travels and love of bright colourful activewear, Claire grabbed the bull by the horns in May 2017 and launched Figure Fit with the aim to bring fun colourful prints, designs and well made 'squat proof' leggings to women all over the world, and with customers already as far flung as Australia she's doing just that.
Figure Fit has big plans for the future and the best bit is they're only just getting warmed up. Flybery Woman and fellow PR, Zoe Woodward, took five out of Claire's schedule to chat.......
So how did Figure Fit come about?
I had the idea a few years ago and something always came up that meant I didn't start then I returned from travelling, got married and decided to just go for it (my son was born a month after we launched so in hindsight maybe not the best timing!) I love activewear but was struggling to find fun, well made, colourful pieces that weren't really expensive so I decided to make them myself.
Where did the inspiration for the patterns and colours come from?
My background is in luxury travel and wellness PR and journalism and I love to travel so I get my design inspiration from the places I have travelled to. The names of the leggings (Ibiza, Rio, Taba, Jeri, Shanti) are all inspired by my favourite countries and places I have visited.
How easy is it to start an activewear clothing brand in a thriving market?
I did loads of research into other brands, materials, designs and quality control processes with a tutor from The London Fashion Design School and she really opened my eyes to the fashion industry, what I gained from her was invaluable in terms of designing and manufacturing my products. I used a lot of the contacts I have made over my years working in PR to help get me started, calling in favours wherever possible.
So what can we expect from your next collection?
My customers have been begging me for longer length leggings so that's the next Figure Fit release. New colours in the same favourite patterns will also be coming soon!
What's different about Figure Fit?
Not only are our products made from luxury high quality materials, they are also affordable. They are stylish, flattering prints that also make you look great, our leggings have even been referred to as a bra for your bum!
So think big, where does Figure Fit want to be in 5 years?
Oh wow that's a hard one! We want to grow, more collections, more to offer our customers. We want to be stocked in fitness studios and stores. We want to expand our product offering, I think there is a big gap in the market for kids activewear. There is such a limited offering and girls are also starting to show a love for leggings so I'd love to explore a bit more there.
Flybery have just launched a campaign called "Who Am I?' have you seen it yet and can you resonate with it?
Yes I've seen it and I love it! I love the stories.
So if we asked Claire the question "Who Am I?" what would you say?
I'm founder of Figure Fit. I'm a mom, wife to a firefighter, I love being active and keeping fit. I love to travel and seeing the world is a huge part of my life. I love new challenges and mixing up my fitness. A few years ago in the search for a new challenge I decided to set up a team to swim the Thames for the charity Help the Heroes. 8 of us completed the challenge and raised £26k in the process. I don't like sitting down and doing nothing. Although recently I have started saying no and cancelling things I don't need to attend as I know I'm at the risk of burnout otherwise.
Wow, that's certainly inspired me, you really are a super woman! So where do you plan on travelling to next to get some inspiration for future collections?
I'd love to go to Bali, I've heard amazing things but I'm not sure how feasible it is with an 8 month old in tow! I try to visit a new country every year so who knows where 2018 will take me. I have travelled to a lot of places over the years so I have plenty of inspiration already for new collections.
And lastly what should be wearing from Figure Fit?
My favourite leggings at the moment are the Taba and the Jeri. The Taba print has been really popular and they feel so good to wear!
Click here to see the full Figure Fit collection