About

A Brand Born from Movement

At Aloura Apparel, we believe activewear should do more than cover your body — it should empower it. Every piece is designed to flatter, support and move with you, giving you confidence in the studio, on the street, and everywhere in between.

Aloura is proudly designed in Scotland by founder Sophie Mitchell, who launched the brand in 2025 to fill a gap she felt deeply herself: stylish, durable, squat-proof activewear that celebrates real women and real movement.

Sophie’s Story

For Sophie, movement has always been more than exercise. It’s been freedom, expression, and the spark that lifts you up when you need it most. From dance classes that lit up her childhood, to gym sessions that built strength and self-belief, Sophie always found her confidence in movement.

But when it came to activewear, she was frustrated. Too much was designed for unrealistic ideals — uncomfortable, see-through, disposable. She knew women deserved better.

In 2025, Sophie launched Aloura Apparel, an independent, female-founded brand, to create activewear that blends performance with style, durability with comfort, and strength with elegance. Her mission is simple: to design activewear that makes women feel unstoppable.

What Makes Aloura Different?

Unlike fast fashion gymwear, Aloura is about quality over quantity. Every design is created to:

  • Flatter your form with sculpting, second-skin fits

  • Support your movement with squat-proof leggings, supportive sports bras and versatile tops

  • Last longer with premium fabrics and durable finishes

  • Empower your style with sleek designs that transition effortlessly from workout to everyday life

Every detail — from the no-roll waistbands to the soft seams — is chosen with real women in mind.

The Meaning Behind the Name

The word Aloura means “shining light.” It’s a reminder that the true magic of movement comes from the energy you radiate, not the number on your leggings label. The brand exists to help women find their own light — through confidence, strength and self-expression.

More Than Activewear

Aloura is about community as much as clothing. We want every woman who wears our pieces to feel part of something bigger: a movement that champions confidence, empowerment and independence.

When you choose Aloura, you’re not just buying activewear. You’re supporting a small, independent business with a big mission: to help women everywhere feel strong, stylish and unstoppable.

Join the Movement

Whether you’re flowing through yoga, smashing a HIIT class, or dancing in your kitchen, Aloura is designed to move with you.

Discover the Aura Collection — for radiance, strength and style.
Explore the Élan Collection — for energy, elegance and performance.

And be part of a community that shines brighter together.