Gymshark is set to open a unique pop-up hair salon in East London.
- The salon celebrates Black History Month and promotes inclusivity in hair care.
- Visitors can book appointments with hair specialists and explore various styling services.
- Products for all hair types and exclusive items will be available for purchase.
- The initiative aims to remove fitness barriers related to hair maintenance for Black women.
From 25th to 27th October, visitors to Shoreditch can explore Gymshark’s new pop-up salon, ‘Twists ‘n’ Sets’, at 2 Hoxton St, London. This launch is part of the brand’s initiative to celebrate Black History Month, offering a space tailored for individuals with textured hair.
Twists ‘n’ Sets forms part of Gymshark’s commitment to breaking down fitness barriers faced by the Black community, especially concerning hair maintenance. According to research, 45% of Black women avoid the gym due to these concerns. The salon seeks to create an environment where hair care does not limit fitness opportunities.
Partnering with Ruka Hair, the pop-up salon allows visitors to book exclusive one-on-one sessions with a professional trichologist and access express styling services. These personalised sessions aim to provide valuable hair care advice and treatments.
Beyond services, the pop-up also offers products and accessories catering to all hair types. Shoppers can purchase items from a diverse range of brands, including the popular Gymshark Diffuse Sweat Headband which has been revamped with new styles and colours.
Gymshark’s global culture manager, Aaliyah Dickens, emphasised the importance of listening to community feedback, stating, “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.” The brand’s efforts include a broader range of products to encourage uninhibited participation in fitness activities.
Twists ‘n’ Sets promises to offer an inclusive experience, addressing the intersection of hair care and fitness.
