The athleisure fashion trend seems to be here to stay … and we couldn’t be happier. The latest activewear range to hit the North Coast was created by a young entrepreneur who wanted to make it easy for people to go from doing everyday life straight to gym, with ease!
Feeling comfortable and looking stylish. It’s the ultimate fashion goal, right? Add versatility and the fact that this range is made to suit all body types … and you have a pretty awesome combination!
Founded by 20-year-old Ballito resident Gemma Limbert, Gaia Activewear is all about making women feel good about themselves, while at the same time making their lives a little easier.
“I used to go to gym when I was in matric, but often had to cancel with my trainer because I just didn’t have time to change into gym clothes. My mom, who is always rushing from work to gym, had the same problem. My goal was to create interchangeable outfits that would make it easy to transition from leisurewear to activewear quickly and easily.”
Fashion was never the direction Gemma saw herself going in, but when Covid forced her to stay home instead of going overseas to study architecture as planned, she decided to start her own business.
As the daughter of Mangwanani founder Erin Limbert, Gemma says she grew up surrounded by entrepreneurs. “I loved my childhood. We moved around a lot when I was little, but settled in Zimbali when I was five years old. We travelled extensively and I hope to continue travelling for the rest of my life. I’ve already been to 18 countries,” she says, smiling.
Although she was never strong at academics at school, Gemma says she did very well in her matric year and was accepted to study architecture at the Queensland University of Technology in Australia. “But then Covid happened and, because I was still so young, I didn’t want to go so far from home and risk being stuck there on my own.”
Forced to keep herself busy while at home, Gemma came up with the idea of Gaia Activewear. “We are an entrepreneurial family. My sister and I were always dreaming up business ideas growing up and we would talk about them at the dinner table. She even has a collection of logos and business names that we came up with,” Gemma laughs.
“I never wanted to study fashion design, but I have always loved fashion and feeling confident in what I’m wearing. I know if I have a good outfit on, I’m going to have a good day!”
It is the versatility of the items, she says, that really sets the brand apart from others. The range includes seamless, ribbed leggings and shorts and bra sets in a variety of beautiful, neutral colours. Another thing worth mentioning is the fact that items are suitable for all body types. “I was never the ‘skinny girl’ growing up and finding comfortable exercise clothes was a challenge. They always seemed to be made for smaller bodies. I was determined to create a brand that comfortably fits all body types. I’m passionate about promoting body positivity for all shapes and sizes.”
Giving back – to those in need and the environment – are important factors that Gemma hopes to incorporate into her brand as it continues to grow. She has goals of making Gaia completely environmentally-friendly and would like to create a channel that allows her to lift up those from disadvantaged communities. “The aim is to eventually manufacture everything locally and I see us going into Africa and building hospitals and schools one day. I know these are big dreams, but I think we can get there. This is an ethos we learnt from our mom and my sisters and I all love giving to others. It makes us happy.”
Details: @gaiaactive21
