Creating a Sustainable Activewear Brand with Angela Pendlebury

What inspired you to start your own business, and what specifically drew you to activewear?
This is my third business in three decades. Thirty years ago, I ran a small independent fashion design and production business from a purpose-built garage in my back garden. That was pre-social media and before the era of fast fashion.

I launched Angel Desired alongside my Insurance Broker business a year ago because I was tired of seeing women’s activewear that all looked ‘samey samey.’ There weren’t enough stylish, well-made options with unique aesthetics for older women like myself (I’m 52).

That frustration reignited my creative spark, and I started designing the activewear I wanted to wear. I’m drawn to glamour, sophistication, intricate details, and bright-coloured tops paired with black leggings. My first collection will reflect this colour palette.

It’s important to me that the garments are not only functional—for the gym, hiking, or working from home—but also versatile. They should pair seamlessly with pieces women already have in their wardrobes. Some of the designs will even transition into evening wear to make them more versatile. The idea is to create a capsule collection that complements existing wardrobes and allows women to add pieces as new designs are released every few months.

Was there a particular gap in the market or personal experience that influenced your decision?
Yes, there’s a noticeable gap for glam, classy athleisure wear with fine attention to detail. I wanted to create designs that stand out in a crowded market and use only high-quality fabrics that are kind to both our skin and our health.

Can you tell us about the first steps you took to get your business off the ground? What was your main focus at the start?
Initially, my focus was on designing and manufacturing activewear garments that were distinctive and empowering—pieces that would make women feel strong, unique, sexy, and confident.

Since then, my perspective has evolved due to the extensive research I’ve done. While these core values remain, I now place even greater emphasis on sustainability. I can’t put my name to a brand that contributes to harming our health or the planet. Many activewear brands use fabrics containing harmful toxic chemicals, and I refuse to follow suit.

Launching a sustainable brand has become paramount for me, which means the process will take longer than I originally anticipated. However, I’m committed to starting as I mean to go on—ensuring every piece aligns with my values.

How did you come up with the name Angel Desired?
The name ‘Angel Desired’ came to me through what felt like spiritual guidance. It was as though a guardian angel whispered it to me in my sleep—a higher power telling me that this had to be the name. I woke up one morning, and it was the first thing on my mind.

The name represents my mission: to uplift and empower women. I want the brand to inspire women to feel like the angels they are—embodying beauty, grace, and the strength that lies within each of us.

What challenges have you faced in sourcing materials for your athletic wear line
I’ve faced—and continue to face—many challenges in finding truly sustainable technical activewear fabrics. It’s a minefield out there! As I’ve progressed in my research, I’ve been shocked by how toxic and harmful much of our clothing, particularly activewear, is to both our health and the planet.

While I initially started creating prototypes with beautiful fabrics, not all of them align with my current non-negotiables for sustainability. My top priority now is ensuring that my garments protect women’s health. Health and well-being have been my number one focus for over three decades, and this philosophy guides every decision I make.

How did you go about finding suppliers, and what were some of the biggest surprises in that process?
I attended Première Vision Paris in February 2024, early in my research phase. There, I found three excellent suppliers of technical activewear fabrics. Since then, it has been a journey of trial and error, testing various fabrics to determine if they meet my standards for design, fit, form, and function.

This process takes time. Suppliers are often slow to respond to emails or to send fabric colour cards and sample yardage. Over the past few months, I’ve delved even deeper into sourcing truly sustainable fabrics, asking manufacturers tough questions to ensure I can be 100% confident in my final fabric selections.

Have you faced any challenges in balancing your vision for the brand with the realities of sourcing sustainable, high-performance fabrics?
Yes, plenty. As my vision for the brand has evolved, my focus has shifted toward creating a capsule wardrobe that can stand the test of time while protecting women’s health. Balancing this passion with the practical realities of fabric sourcing has been challenging, but it’s a challenge I embrace wholeheartedly.

You’ve mentioned doing a lot of research into fabrics. How has this process shaped your view of the materials used in athletic wear?
This research has been eye-opening and continues to shape my views. I’ve learned so much throughout this journey, and I’m deeply grateful that my strong vision, mission, and values are guiding me to make the right choices for my brand.

What are some of the key things you look for in a fabric to ensure it meets your standards for athletic wear?
I look for fabrics that don’t release harmful toxic chemicals into the body, whether during exercise or leisure. Beyond that, the fabric must have a soft touch, offer good compression for leggings, be sweat-wicking, be resistant to pilling and colour fading, durable, and versatile.

How do you stay updated with the latest developments in fabric technology, and what role do digital vs. in-person resources play in this?
Communication is key for me. I’ve learned so much from a handful of incredibly kind professionals on LinkedIn who specialise in sustainable fashion and fabrics. While I prefer in-person engagement to build trust and authenticity, it’s not always possible. Video calls, WhatsApp voice notes, and email have been invaluable for maintaining meaningful connections and keeping track of critical information.

What would you say has been the most challenging part of building a business from scratch?
The sheer time it takes! I started with a passion for fashion and design, hoping to launch a unique ladies’ activewear range by Q4 2024. However, I didn’t realise how much work goes into creating a niche activewear brand.

As a Virgo, I’m meticulous and like to do things properly, but time flies—and so does the money I set aside for this business and my personal overheads. Being a solo entrepreneur can be overwhelming, but I firmly believe in the power of positive connections and relationships. Most importantly, I never give up on my dreams!

What advice would you give to someone trying to enter the activewear, fashion markets, or a niche that requires extensive sourcing?
Be different from your competitors—have unique selling points (USPs) that help you stand out in a crowded market. Research thoroughly and create a vision board with personal and professional goals to guide your planning.

Seek help from people whose strengths complement your weaknesses. Listen to podcasts, read books, and attend events. Plan meticulously, knowing your strengths and weaknesses. Accept that fear and self-doubt are natural but push through them. Most importantly, take action and never lose sight of your dreams. Visualise your success and believe you can achieve anything with heart, mind, and soul.

How do you see the brand evolving as you learn more about fabrics and sustainable sourcing?
I’m excited about how the brand will evolve. My passion for creating a much-loved, sustainable ladies’ activewear brand drives me forward. One of my favourite sayings is, “All good things are worth waiting for.”

Anything else you’d like to add?
If any sustainable ladies’ fashion brands—whether clothing, accessories or even complementary brands outside the fashion industry—are interested in collaborating, feel free to contact me.