Wearefairgame

Wearefairgame is a direct-to-consumer active- and athleisure-wear label that sells sports bras, leggings, shorts, crop tops, hoodies and gender-neutral sweats. All pieces are produced in small, numbered runs and retail between £35 and £95, placing the brand in the mid-range bracket. Sales are currently online-only through wearefairgame.com with periodic drops announced by email and Instagram. The brand’s USP is “performance fabric without the macho clichés”; every garment is cut from recycled nylon/elastane that is sweat-wicking, squat-proof and printed with non-toxic dyes in a solar-powered Portuguese mill. Signature items include the sell-out “Power-Pocket” legging with discrete side pockets and the reversible “Double-Play” bra, both of which are photographed on a deliberately diverse cast of non-professional athletes. Fairgame speaks to 18-35 year-olds who train for mental health rather than medals and want clothes that transition from HIIT class to coffee run without logos or pink-washing. Customers value inclusivity (sizes XXS–4XL), carbon-neutral shipping and the brand’s pledge to publish hourly wage data for every worker in its supply chain. Rather than chase Nike or Lululemon on specs, Fairgame positions itself as the anti-hero of sportswear: limited drops create scarcity, recycled content hits 85 % per garment, and price points sit 30 % below premium giants while still offering comparable compression and durability.