Gymshark will be opening a new pop-up hair supply store and salon ‘Twists ‘n’ Sets’ in east London.
The gymwear giant said the Shoreditch space, launching to celebrate Black History Month, features an “inclusive space to visit and shop, while helping remove the barriers between textured hair and fitness”.
Twists ‘n’ Sets will be open from 25-27 October at 2 Hoxton St, London, N1 6NG.
Partnering with Ruka Hair, attendees will have the opportunity to book 1-2-1 hair appointments with a trichologist and a selection of express hair styling services.
They will also be able to get their hands on hair products and accessories for all hair types, from a variety of brands, as well as a chance to shop the Diffuse Sweat Headband and Gymshark products.
According to research, 45% of black women avoid the gym due to concerns about hair maintenance and Gymshark said it is “committed to breaking down barriers to fitness”
Earlier this year, the brand created the Diffuse Sweat Headband which sold out in minutes.
The sporting retailer said: “Now, not only is the Headband is back with a broader range, but Twist ‘n’ Sets is coming to town to give those with textured hair one less thing to think about so they can get the most out of their workout.”
Having listened to feedback from the community, it has also created a new, broader range including new styles and colourways and evolved it to include a single layer option for a sleeker style.
Walk-in shopping is welcome but all appointments at the salon have now sold out.
Related Story
Gymshark global culture manager Aaliyah Dickens said: “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.”
Click here to sign up to Retail Gazette‘s free daily email newsletter
