BIND London: Brave and Bold Inclusive Apparel

by Kayleigh Benoit in Hayes, England, United Kingdom

We did it
On 5th June 2020 we successfully raised £10,500 with 225 supporters in 35 days

Raise £10,000 to launch the first BIND London collection; using fashion to push boundaries with culturally inclusive fitness headwear.

by Kayleigh Benoit in Hayes, England, United Kingdom

New stretch target

Reaching the stretch target would permit the following:

- Organising a successful launch party, that all supporters would be invited to

- Additional colour of headwear, as chosen by the BIND London community (not including the colour chosen by supporters pledging over £1000)

- Limited edition merchandise, to encourage early loyal brand followers


VISION

Have you ever felt like an 'accessory'? Let me explain. 

Interesting facts:

According to Sport England, 40% of women say they are put off by exercise altogether because of fear of judgement, and Black and Asian women are the groups least likely to get enough physical activity every week.

45% of black women avoid exercise because of their hair.

BIND London is a brand that serves as a metaphor. We, as a community, need to be catered for. We should not be the 'accessory', neglected by other brands or used to tick an 'equal opportunities' box. We deserve to be at the forefront. We use this concept with our designs; we deliberately make our products stand out from the rest of your outfit with its stylish appearance and unapologetic designs.

Our first collection is called 'Origins MMXX'. This stands for 'originated in 2020'. We have six designs:

  • Medium headband 
  • Thick headband
  • Headscarf
  • Headwrap 
  • Hijab
  • Durag

The headwear is both sweat wicking and odour absorbing. The designs have been inspired by high fashion, items that will cut style for workouts and streetwear. 

One of my biggest advantages is that I am my own target customer and know the mindset of my growing community. I have key insights in both the hair and fashion industry, and understand the pain points of the customers I am serving. 

FOUNDER STORY

Hi I'm Kayleigh, founder of BIND London.

I've been on my fitness journey for seven years, and my natural hair journey for two years. Both journeys have had significant impact on my wellbeing. My natural hair journey in 2018 was a personal way of being 'unapologetic', embracing myself and being bold enough to step into the world as a moment of 'reclaim'. 

This always seemed to change after going to the gym. The normal sweaty gym sessions were taking its toll and I needed something to protect my hair. The endless shopping trips, both online and offline, left me feeling frustrated, impatient and annoyed. These bands weren't made for me. Too thin. Too flimsy. Not my style. I took to YouTube to document my headband reviews. I hated not feeling catered for. Am I invisible to the market, or am I viewed as an 'other'? I visualised what the perfect item would be; lightweight, silky, edgy. Functional for my hair type but still look stylish. Workout attire should feel like armour, strap up and get ready to conquer the world with that one workout that is going to have a positive impact on your entire day.

The idea struck. I wanted to 'flip the script' by turning all my seeming 'disadvantages' into 'unfair advantages'. I also wanted the brand to speak to others who felt they weren't being catered for. Not just when working out. But with any decision they wished to make. Attire needs to speak to you.

BIND London was born. It needed to be a community. Not just for women with natural hair like me, but all hair types. Muslim women need to be catered for also, with stylish sport hijabs to make them feel empowered. Also women who are androgynous, who don't gravitate to pretty pastel headbands. Something that is going to pack a punch.

I'm using the brand as a message to the community that they too, can feel like me. To feel like they don't have to compromise. Reinventing yourself feels freeing. 

HOW MONEY WILL BE USED

The aim is to raise a minimum of £10,000 with a stretch target of £15,000. I have already invested in the brand and key start up costs. The money raised will be used to get high quality resources that match the high quality of the product.

  • Additional stock, to get into the hands of the community
  • Marketing, to reach the community
  • Packaging, sleek in appearance and function of a calibre that matches mainstream brands my community are used to seeing

If successful, the community will have a major voice in the choices of packaging etc, based on how much we can raise together.

Upon reaching target, the intention is to start production immediately with an aim to launch 6-8 weeks after. 

BE PART OF SOLUTION

The BIND London vision is two fold:

1) To encourage our community to work out more and improve their wellbeing

2) To have workout headwear attire suited to their needs

With your help, you have the power of making a community feel seen, feel empowered, and your pledges would fit them with a brand they deserve to have in their life.

#braveboldbind 

Rewards

This project offers rewards in return for your donation.

£10 or more

£10+ Hero

£10+ Thank you note AND Newsletter prior to launch to get exclusive pre order

£25 or more

£25+ Hero

£25+ Newsletter prior to launch to get exclusive pre order AND 30% off launch discount with code

£50 or more

£50+ Hero

50% off ticket to launch event AND Product pre order up to the value of £75

£100 or more

£100+ Hero

£100+ Free ticket to launch event AND Product pre order up to the value of £120

£250 or more

£250+ Hero

Free ticket to launch event AND Limited Edition white head band

£500 or more

£500+ Hero

Free ticket to launch event AND Limited Edition white head band PLUS a perfect BIND London combo (choose 2 headwear items). In addition, a public 'thank you' on the website and at the event

£1,000 or more

£1000+ Hero

Free ticket to launch event AND Limited Edition white head band PLUS you will have the EXCLUSIVE opportunity to choose the next colour for 2nd launch with FULL CREDITS on the website. You will receive a perfect BIND London Complete set - medium band, thick band, headscarf, headwrap, with durag or hijab. A 'thank you' on the website and at the event

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