Summer’s Hottest New Athleisure Brand Has Arrived In The Hamptons

Sweaty Betty, a popular British athleisure brand, has opened its fourth New York location. Luckily for Hamptons shoppers, the new store is located in East Hampton.

“I first visited the Hamptons a few years ago and fell in love with how active the lifestyle is,” Founder and Creative Director of Sweaty Betty Tamara Hill-Norton said. “It’s perfect for me as I try to spend as much time as possible by the ocean; running along the beach, paddle boarding and cycling.”

Sweaty Betty will offer shoppers an intimate lounge area with London guides, fashion related coffee table books, and plenty of Sweaty Betty athletic and intimate apparel.

“My family will actually be spending the summer in Montauk this year which is one of my favorite spots,” Hill-Norton shared. “With this in mind, as soon as we found the location for our East Hampton shop we knew it was perfect, being so close to SoulCycle, AKT and other studios we love.”

Embracing the Summer Sunshine in Sweaty Betty. (Courtesy Photo)

This summer, the brand will take over the East End with two pop-up shops in addition to their East Hampton location. Partnering with Gurney’s Montauk and the Wealth Collective Sweaty Betty will host two pop-up shops during the weekends of July 22 and August 12.

The Sweaty Betty brand highlights fashion-forward and trendy athletic wear, which covers the basis for summer activities in the Hamptons. The store carries a wide range of athletic gear from swimwear, wetsuits and essentials for summer workouts to outfits for around town, with the goal of blurring the lines between fitness and fashion while making active women look and feel great.

“Our American customer has been pioneering a healthy, balanced lifestyle since Sweaty Betty started, so I wanted to give her access to our beautiful and technical activewear for her summer workouts,” explained Hill-Norton. “We’ve got some beautiful new wetsuits for surfing, bright prints for workouts and fashion pieces to take her from the studio to sunset rosé.”

Sweaty Betty is also hosting two pop-up shops at Gurney’s. (Courtesy Photo)

For Hill-Norton, the brand is all about having athletic gear that is fun, fashionable and makes women feel confident in themselves. Starting her business in London with her then fiancé, Norton has learned much about herself over the years. The fun and catchy name comes from the idea that sweating is not something to be embarrassed about, but actually embraced! Since its start in 1998, Sweaty Betty has won “Sports Retailer of the Year,” earned “Entrepreneur of the Year” appearances on the London Runway, and a coveted “one to watch” title from Evening Standard, two weeks after opening their first location.

Combining fitness and fashion has been at the forefront of Sweaty Betty since their establishment in London 18 years ago. Since then, the now international brand has over 50 shops in the U.K. and the U.S., with 11 locations stateside.

In addition to the newest East Hampton location, Sweaty Betty boasts shops in Connecticut, Manhattan, California and New Jersey – all with the unique London look that Sweaty Betty has to offer.


Sweaty Betty is located at 51 Newton Lane in East Hampton. For more information, visit sweatybetty.com.