In Ukraine and Russia, according to Olha Norba, it’s common to see fresh-off-the runway looks from Gucci or Dior in the gym locker room. In these countries, as well as throughout Europe, the idea of staying in workout clothes post-exercise is still widely considered a fashion faux pas. Norba, who is a model with a degree in fashion brand management, and her sister Helen, a lawyer, are aiming to change that notion with a collection of pretty, earth-toned fitness attire meant for low-impact, non-cardio workouts like pilates and yoga.
The sisters, who launched the business in 2018 and are based in Kyiv, call it “essentialwear,” and originally set out to create something “more feminine, simple, and elegant.” As Olha Norba explains, “Most of the brands on the market felt very sporty with bold logos and bright colors. We wanted to keep the silhouettes very minimal and choose colors that enhance the skin tone. In general, our inspiration is simple: natural female beauty, just as it is.”
The collection is currently available on the Norba website. This week, they’re launching a second collection made entirely from Econyl, a regenerated nylon. It performs the same as virgin nylon but is made from different types of waste including fishing nets and scraps from carpet mills. “I love fashion but there is just too much,” Norba says. “I didn’t want to just make another pair of leggings, and I found the Econyl fabric in Italy. It was a turning point for us.” She adds, “Sustainability has been one of our priorities from the very beginning, but we wanted to take time and find the right fabric. I am very inspired by the whole idea of creating something that is not just beautiful but also meaningful.”
Apart from focusing on the eco-friendly factor of their brand, the Norba sisters are also want to change the minds of European women about styling these comfortable, breathable pieces into their everyday wardrobes. “Today, women are so overwhelmed by the quantity of clothing and it can be exhausting to think about what to wear each morning. It comes down to essential pieces that you can style in multiple ways, and we want women to look at Norba as their new line of comfortable, versatile essentials.” Leggings and workout gear, at least in the U.S., have become somewhat normalized as everydaywear, whether it’s a Kim Kardashian West–type in bike shorts and heels or a New Yorker or L.A. native sporting their pastel pieces from Outdoor Voices 24/7. There are still naysayers, of course, those who take issue with the “sexiness” of leggings as they pertain to young women and those who believe that leggings and fitness garments are too casual to be worn outside the confines of a gym. Norba proves once and for all, even as the great leggings debate rages on around the world, that there’s nothing wrong with turning your yoga kit into a look for lunch or dinner or anything in between.