Sweaty Betty
Company backstory: Founded in 1998 by a British former lingerie buyer.
Maiden location: A tiny boutique in Notting Hill.
The new space: 1,000 square feet; retro-gym-equipment décor.
Will appeal to … Publicist who does barre method on her lunch hour.
In-store classes: At least two each week, one Pilates or yoga and one “sweat” class in the downstairs studio.
The actual garments: Sweat-wicking fabric, in styles tailored for yoga, dancing, and spinning; women’s only ($30 to $350).
Post-workout drinks potential: Flattering cuts, but the details (reflective logo, neon piping) clearly say “gym.”
Chance of showing rear, à la Lululemon: Medium-low; their dance leggings have sheer mesh panels, but are clearly marked as such.
Aether
Company backstory: Founded in 2009 by two L.A. film producers.
Maiden location: Three stacked shipping containers in San Francisco.
The new space: 2,000 square feet; custom-made modular displays.
Will appeal to … Graphic designer with a cabin in the Adirondacks and an apartment in Paris.
In-store classes: None.
The actual garments: Great breathability, with features like waterproof fabric for outdoor sports; women’s and men’s ($40 to $800).
Post-workout drinks potential: Muted colors and slim-but-not-snug fits evoke Intermix-style leggings and tees.
Chance of showing rear, à la Lululemon: Very low; all leggings are sufficiently opaque.