Gymshark opens ‘Twists ‘n’ Sets’ hair styling pop-up in London for Black History Month
Gymshark is opening a hair styling pop-up called ‘Twists ‘n’ Sets’ at 2 Hoxton Street in London’s Shoreditch today to celebrate Black History Month.
Partnering with Ruka Hair, and running over three days from 25-27 October, attendees will have the opportunity to book 1-2-1 hair appointments with a trichologist and a selection of express hair styling services – all free of charge.
There will also be products available to buy from eight black-owned hair care brands: Ruka Hair, Treasure Tress, Nylah's Naturals, Plantmade, No Knots Co., The Kurl Kitchen, Krafts by Kerry and Beard Surgeon.
Additionally, there will also be a chance to buy Gymshark’s ‘Diffuse Sweat Headband’ which retails at £18. Designed with the black community and all hair types in mind, when it was introduced into Gymshark’s offer earlier this year it “sold out in minutes”. There is now a broader offer with more colourways.
According to research unearthed by Gymshark, 45% of black women avoid the gym due to concerns about hair maintenance, so the pop-up is about helping to “remove the barriers between textured hair and fitness”.
Aaliyah Dickens, Global Brand Culture Manager at Gymshark, 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."