Aloura Apparel was founded by Sophie Mitchell, a lifelong mover who found freedom, strength and confidence through dance and fitness. Frustrated by flimsy fast-fashion gymwear that didn’t fit real women or real workouts, Sophie set out to create something better: premium activewear designed in Scotland, by women, for women.

What started as a spark of inspiration has grown into an independent, female-founded brand with a clear mission; to empower women to feel confident, stylish and unstoppable, in the studio and on the street.