Gymshark, the fitness community and apparel brand, has opened a new pop-up hair supply store and salon in Shoreditch, London.
Twists ’n’ Sets celebrates Black History Month and will be open from 25-27 October at 2 Hoxton St, London.
The rationale behind the inclusive space was based on research, which found that 45% of black women avoid the gym due to concerns about hair maintenance.
Gymshark responded saying they are “committed to breaking down barriers to fitness”.
The brand’s Global Culture Manager Aaliyah Dickens further added: “When our community let us know that they were avoiding the gym because of concerns about hair maintenance, we couldn’t sit around and do nothing”.
We created the Diffuse Sweat Headband and were overwhelmed by the response for the first run. Now, we’re not only excited for the bigger range but the arrival of Twist ‘n’ Sets. We believe that, for our community to both come and get advice and treatments and try the Headband will go a long way to removing this barrier to fitness, without compromising on style. We can’t wait for the doors to open and to see as many people as possible coming and getting their free sessions”.
The fitness brand has also partnered with Ruka Hair, where attendees will have the opportunity to book 1-2-1 hair appointments with a trichologist and a selection of express hair styling services.
You will also find products and accessories for every hair type, including Gymshark’s own line and their popular, sold-out Diffuse Sweat Headband, available to shop.
