What is Gyra, and how did it come about?
Gyra, also known as The Gyra Movement is a new age athleisure brand. It was really birthed on the importance of movement and how it contributes to overall wellness. I came up with this concept as a way of bringing to light how movement can make you feel good. The word Gyra also comes from the word “gyrate” which means to move or dance – which I love to do also.
Would you consider yourself a serial creative? You dance, create, perform…
I would love to be able to confidently say I am. I am still navigating the different spaces, especially in the athleisure and retail space where creativity is an absolute must in bringing clothing to market and to people. The goal is to merge creativity in all that I do, especially with Gyra.
How do you and Gyra incorporate South African culture and aesthetics into your designs?
This is a good question. Gyra is still in its infancy and has much to explore locally – this includes manufacturing and working with local talent to achieve beautiful South African aesthetics. In addition, this might sound a bit racy but I think one thing Gyra is doing is accentuating the female body and really giving praise to the bodies that carry us. We believe in if you got it flaunt it, and everyone has it!
Can you tell us about the materials you use and why you chose them?
Gyra is big on its materials with a huge focus on Nylon and Lycra. These two materials are great for elasticity and stretchability. The modus operandi of the Gyra brand is comfort and the ability to move freely. We believe that our materials set us apart from most brands that are in the activewear space – all of our garments are as smooth as butter.
What challenges have you faced in the South African market, and how have you overcome them?
Access and affordability to high standard materials. We are currently working with a manufacturer in the Western Cape to make these more accessible.
How do you balance functionality and fashion in your athleisure designs?
Another good question. A lot of our customers say they like to run errands and go to the gym, which I just love because the importance of our current designs is that they MAKE you want to show up whether it’s at the gym, your dentist appointment or your restaurant work from home meeting.
The materials really push the functionality and fashion narrative – you’re able to do what you need to do without obstruction all the while looking great and feeling comfortable.
Can you share any upcoming trends or new releases we can look forward to from your Gyra?
The Gyra Movement has just launched workout jackets in our core colours. We call them the IT girl jacket – these are great for the winter and a great add-on item to our existing sets and any activewear that you may already have.
What role does community engagement play in Gyra’s identity and marketing strategies?
All these good questions! What me and my team are learning is that community engagement and creative marketing strategies are the cornerstone of our business. We are still a new business and still trying our feelers about which communities we need to engage. We have our ideas and want these to be really special. Our online community has been amazing and we want to begin to meet with potential customers in real time and for them to join the movement.
Can you discuss any collaborations or partnerships that have been pivotal for your brand’s growth?
We have recently collaborated with a few influencers such as Sinovuyo Mondliwa, Zokhanyo Khanyi and Kay Yarms who are allowing us to engage with more lovely ladies and customers.
How do you address inclusivity and diversity in your product range?
Our sizes range from small to extra large. We understand all bodies matter and are in discussions of extending our size ranges for all.
I’ve followed you on LinkedIn for a while and one word that comes to mind is resilience. What advice would you give to aspiring entrepreneurs looking to enter the athleisure market in South Africa?
I’m learning that you have to be fierce about what you want, do not despair and stay focused. Also to never stop dreaming, I tend to limit myself when it comes to my creativity and ideas for my business but you have to remember why you started every single day. That’s how resilience grows.
