A new ethical women’s activewear brand is challenging the dominance of big retailers by proving that gym wear can be comfortable, sustainable and affordable. Sleepy Sloth, founded by Wirral-based entrepreneur Alex Buchanan, has officially launched after nearly a year of development, testing and refinement.
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Alex, 53, was inspired to create the brand after seeing his wife repeatedly struggle to find gym clothing that fit well, felt comfortable and didn’t come with an eye-watering price tag. Like many women, she found that much of the activewear on the market was either poorly designed, overly expensive or simply not made with real bodies in mind.
“I watched my wife try brand after brand and come away frustrated,” Alex explains. “The clothes either didn’t fit properly, weren’t comfortable enough to work out in, or cost far more than they should. It felt like there had to be a better option and that’s when we went down the rabbit hole and began to start the long journey of clothing and testing.”
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When Alex began researching the activewear industry, he discovered another major issue: sustainability. Despite the growing demand for ethical fashion, genuinely sustainable options within women’s gym wear were limited, particularly at accessible price points. Many brands marketed themselves as eco-friendly while still relying on unsustainable materials or overseas manufacturing practices with little transparency.
“That was the moment Sleepy Sloth really took shape,” Alex says. “If we were going to do this, it had to be done properly, with ethics, sustainability and affordability all working together. I didn’t want designs that only looked good in photos, they had to work in real workouts, whether that’s lifting weights, yoga, running or everyday movement. So we’ve spent the last 10 months trialling different products with active women.”
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The result is a thoughtfully designed activewear range that prioritises comfort, flexibility and flattering fits, without compromising on quality. From the stitching to the fabric feel, every detail has been carefully considered. The brand has positioned itself as a genuinely affordable alternative to major activewear retailers, many of which charge premium prices without offering better quality or ethical production.
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Sustainability is central to the brand’s identity — with responsible sourcing, ethical manufacturing and reducing environmental impact. From the materials used to the production process, Sleepy Sloth aims to be transparent about how its products are made. The brand’s sustainability practices reflect a wider mission to encourage conscious consumption and challenge the fast-fashion mentality that dominates the activewear industry.
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Alex explains: “Our clothing is created using certified materials that minimise environmental impact without compromising on quality or performance. Each piece is designed to feel as good as it looks, soft, breathable, durable, and consciously made. We proudly hold the Global Recycled Standard (GRS) 4.0 certification and our fabrics are tested and certified under the Oeko Tex Standard 100.”
He continues: “We are continually improving, from reducing packaging waste to working with suppliers who share our values of transparency and respect for people and the planet. We also plant a tree for every item sold and work towards carbon neutrality through careful measurement, reduction, and responsible offsetting of our emissions.”
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Unlike many start-ups driven by trends, Sleepy Sloth was created to solve a real, everyday problem. It’s a brand rooted in listening, to women who work out, who want clothes that move with them, and who care about the planet without wanting to pay luxury prices. Influential figures such as Julia Baxter, Dawn Findlay, Maria Mohammadi, Eloise Healey and Sophie Pattison are already championing the brand.
For Alex, launching Sleepy Sloth is about more than business success and the early feedback has been very positive. “I wanted to build something that actually helps people,” he summarises. “If women can feel comfortable, confident and good about the choices they’re making, then we’ve done our job.”
