MAXIMISE Women’s Business Magazine | Main Feature | Fashion
MAXIMISE FASHION Boudavida‘s activewear looks good, feels good, and supports women and girls in sport too. The Boudavida Brand Boudavida’s first collection of activewear was launched in 2016, by founder Anabel Sexton and her daughter Gaby. Inspired by the legend of Boudicca, Queen of the Iceni tribe – a strong and active woman who wouldn’t take no for an answer – the name ‘Boudavida’ was created as a way of encapsulating that female strength of character with the notion of living a healthy life. Anabel and Gaby wanted to create a line of activewear that would give back to the women that wore their gym kit. They realised that there was a problem with sports apparel brands that manufacture and sell gym kit to women, and then
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endeavour to sponsor and promote mostly male athletes. They found that this was creating a vicious circle that doesn’t favour talented women and girls or enable them to continue with sport through funding and media exposure. Why not, then, create a business that would not only make great sportswear, but would also support and empower female athletes and women as well as encourage all females to exercise? Boudavida was born with a mission to change the vicious circle into a virtuous circle. They want
