Ahead of our next print issue on maternity and post-surgical underwear (October 2021) Underlines talks with Allie Lindenmuth, Founder of Anook Athletics, which was created at the end of 2019 to offer athletic wear fit for purpose to pregnant, postnatal and nursing women.
So how did you get to this point?
Before launching Anook, I was balancing teaching prenatal yoga and working in development for the non profit world. Giving back to my community has always been what feeds my soul.
How did the brand start?
I launched Anook Athletics in the fall of 2019. After becoming a mom myself in late 2016 and many years of teaching pre and postnatal yoga, I realised the complete lack of high quality workout wear for moms. I wanted to create a product for women that would last their entire motherhood journey from the first thoughts of conception, to many years postpartum.
Where do you look for design inspiration?
I have been athletic my entire life and have been practicing yoga for over 20 years. When designing pieces for Anook, I thought about all the different athletic lines out there and what I loved and didn’t love. I really wanted to create a line that met the needs of women and was made for their bodies as opposed to clothes that women needed to make work for their pregnancies.
What is different about designing athletic wear and particularly your sector?
We are working with a moving target. We had to create pieces that would grow and retract with the female body. All our fittings have tested models in all phases of motherhood and pregancy to really get the right fit!
What are the highlights of your collection?
Our Nila Bra, Poppy Leggings and our Birdie Skort are our most beloved styles. People love our materials and fit and we are so happy to offer these pieces.
Whom do you follow in social media to keep ahead of trends?
We honestly try not to focus on the latest trends but instead work on classic pieces that will be relevant for years to come.
Describe the person who wears your designs: what is their style?
We cater to the athletic, chic mom. Our community is looking for pieces that can be worn from the gym, to school pick up, to lunch.
A Typical Week in your life
I am always balancing being a mom to two littles ones and getting emails and calls in where I can. It is a constant juggling act!
Your proudest moment to date?
All the feedback we get from mamas who find us. They are so excited and we are so grateful for their support!
Your next big challenge?
Focusing on expanding our wholesale programme.
Your worst move so far?
Launching 4 months before a global pandemic hit! Ha!
What do you hope to achieve?
I want to inspire other moms and my kids to not be afraid to take risks. If you think of an idea and you feel it could work, do everything you need to do to make it happen. You won’t regret it.
What about time out?
When I can, I take a few moments each day to reset and recentre. It is crucial for me to get in my yoga each day, even if it is only for a few moments.
