Part of our "Women Who Dare: Building Brands That Matter" series

In a world where women's needs have often been an afterthought in business, three remarkable brands are changing the narrative. Freyja Fit, Embur, and Latched—all proudly featured at SOOO (Style of Our Own)—share more than just a commitment to quality. They share a vision of empowering women at every stage of their journey.

The Phoenix, The Warrior, and The Strength Builder

Latched began the story in 2018 when Natalie Ward, a self-confessed activewear addict and mum of two, recognised a gap in the market. Pregnant and breastfeeding women deserved more than basic, uninspiring activewear. Her award-winning collections became a lifeline for mothers who refused to compromise on style or functionality, creating versatile pieces that adapt to the amazing changes of motherhood.

But Natalie's vision didn't stop there. When market research revealed that customers loved the brand but felt hesitant about wearing "maternity clothes" beyond their baby-making years, Embur was born in 2023—like a phoenix rising from the ashes. The name itself captures the essence: the burn of a good workout, the fire to grow and develop as a person, the ember of transformation that lives within every woman.

Meanwhile, Freyja Fit emerged with a different but complementary mission: making weightlifting accessible and beautiful for women of all shapes, sizes, and ages.  Founded on the belief that every woman deserves to feel confident and empowered in her fitness journey, Freyja Fit creates stunning pink and pastel equipment that transforms intimidating gym spaces into welcoming sanctuaries.

Where Three Paths Converge

What makes these brands extraordinary isn't just their individual missions—it's how perfectly they complement each other in supporting women's wellness journey.

The Pregnancy Journey: A woman discovers she's expecting and finds Latched's maternity leggings and nursing bras that will support her through pregnancy, birth, and breastfeeding. These aren't just functional pieces; they're confidence boosters that say, "Your body is doing something incredible, and you deserve to feel amazing while it happens."

The Transformation: As she moves beyond the baby-making stage, she doesn't have to abandon the brand she's grown to love. Embur welcomes her with open arms, offering activewear that celebrates her evolved identity—no longer defined by motherhood alone, but as a complete woman with her own fitness goals and aspirations.

The Strength Building: When she's ready to add weightlifting to her routine - whether during pregnancy or motherhood, Freyja Fit is there with equipment that doesn't intimidate but inspires. Pretty pink barbells and pastel dumbbells create an environment where she can focus on getting stronger without feeling out of place in a traditionally male-dominated space.

A Shared Philosophy of Empowerment

All three brands understand that women's needs aren't just different—they're diverse, evolving, and deserve dedicated attention. They recognise that:

• Quality matters: Whether it's Latched's seam-free nursing bras, Embur's high-performance fabrics, or Freyja Fit's pretty dumbbells, these brands refuse to compromise on excellence.

• Aesthetics empower: Beautiful design isn't superficial—it's empowering. When women feel good about their gear, they're more likely to show up for themselves.

• Community creates strength: Each brand fosters supportive communities where women celebrate each other's journeys rather than compete.

• Every stage matters: From pregnancy through menopause and beyond, women's needs evolve, and these brands evolve with them.

The SOOO Spotlight: Celebrating Independent Innovation

Being featured at SOOO—the groundbreaking pop-up store at 245 Regent Street—represents something bigger than retail space. This experiential store, backed by Regent Street, Westminster City Council, The Crown Estate, and Mastercard, is dedicated to showcasing cutting-edge women's sports gear from independent UK brands.

SOOO isn't just about selling products; it's about building community through events and workshops that celebrate women in sport and fitness. For brands like Freyja Fit, Embur, and Latched, this platform provides the perfect stage to demonstrate that independent doesn't mean inferior—it means innovative, personal, and deeply connected to the women they serve.

Women Who Dare to Dream Differently

These three brands embody what it means to be women who dare—women who saw gaps in the market and refused to accept "that's just how it is." They dared to believe that women deserved better, and they built brands that matter.

Natalie Ward dared to reimagine maternity and post-maternity activewear. Lisa Anthoney at Freyja Fit dared to make weightlifting beautiful and accessible. Together, they're proving that when women dare to build brands that truly serve women, magic happens.

The Future is Female-Focused

Together, Freyja Fit, Embur, and Latched represent more than just successful businesses—they represent a movement. A movement that says women's needs aren't niche markets to be served as an afterthought, but primary markets deserving of innovation, beauty, and excellence.

Whether you're lifting your first barbell, nursing your newborn, or rediscovering your strength after major life changes, these brands remind us that every woman deserves gear that works as hard as she does—and looks beautiful while doing it.

Because when women dare to dream differently, they don't just build businesses—they build brands that matter.