She has power. She is fierce. She is SheWarrior.
Athleticwear designer Natlyn Jones embodies what it means to have it all: a career, a family, and of course, a passion. Natlyn started as a boxing promoter and broke barriers as one of the few female leaders in the sport. After two years of fight training, Natlyn was inspired to launch the SheWarrior brand with a mission to “nurture the fighting spirit within all women and lead them towards championing their health, wellness, and inner warrior.”
All SheWarrior garments, ranging from sports bras to workout pants to athleisure sets, are sustainably made in the U.S. using water-free dyeing processes and synthetic fibers from upcycled plastic. On top of all that, SheWarrior gives back to the Klaas Kids Foundation. It’s impossible not to feel confident AF wearing a fashion-forward design like the Circle Crop Sports Top and matching Circle Leggingsas we go from the gym to grocery shopping– because let’s be real, all women multitask and we need clothes that can keep up with us!
Thankfully, Natlyn has perfected workout wear for everybody, and now she’s ready to exclusively share with The Knockturnal her secret to success.
The Knockturnal: What inspired you to start SheWarrior?
Natlyn Jones: I’ve had several career paths over the years, but fitness and wellness has always been a major priority of mine. I opened a fitness studio and worked as a personal trainer for several years before stepping in to help manage my husband Roy Jones Jr.’s boxing career and run our boxing promotions company on a more full-time basis. Even when he retired from boxing, my time in the boxing gym continued. I put on a pair of gloves and began learning the techniques of a professional fighter from inside the ring and have never looked back. To this day, it’s still my favorite way to break a sweat. I decided to merge my passions for fitness and fashion with my dedication to women’s empowerment and thought, “Wouldn’t it be great to actually wear an activewear brand that had a name that spoke to women and our inner warrior?” Hence, SheWarrior was born and I embarked on the journey to make that idea a reality.
The Knockturnal: What drives the design element of the brand?
Natlyn Jones: I wanted to differentiate SheWarrior from other athleisure-wear brands by taking the eclectic approach. I’m an eclectic person and being unique and incorporating things that speak to a variety in women is what I aim for with my business. Even the strongest woman has moments where they waiver a bit and I wanted my brand to speak to female empowerment and the fighter in all of us but also to our vulnerabilities and knowing that there is strength in that as well. I aim to create designs that speak to both women who vibe with a bold style aesthetic, as well as those who prefer a look that is a bit more understated.
The Knockturnal: Where do you find inspiration during your daily life?
Natlyn Jones: From the ups and downs of my business to what I encounter from being a mom and a wife, just the balance act as a whole. I try to treat it all as a learning experience and to grow from whatever comes my way. I also have a very close group of girlfriends from my inner circle and support “team” that I rely on for their strength and resilience. I’m constantly amazed by all of their talents and how they are able to juggle multiple things nearly seamlessly!
The Knockturnal: Why did you opt to make SheWarrior eco-friendly?
Natlyn Jones: This was one of the biggest challenges early on when sourcing a manufacturer. I’m thrilled with the company we found and have managed to build a partnership that benefits both consumers and the planet. Each piece is made to order locally in the USA, from upcycled plastic bottles, and we use a non-water dying process for the prints. Making each piece ‘to order” ensures that we aren’t adding overstock to landfill, and we have minimal shipping waste by working locally. To me, being conscious of our environment is extremely important; it’s the only place we and our families have to live and I believe if we take care of it, the environment will take care of us. Focusing on being as sustainable as possible is important for us all, and I would like for my brand to have a positive impact whenever possible.
The Knockturnal: Who do you believe the SheWarrior customer is?
Natlyn Jones: Simply put, the SheWarrior customer is a woman who believes in truly supporting others. The brand is designed to encourage belief in herself and her commitment to empowering other women in her life. She is strong and unapologetically herself; a bad-ass and a conqueror that wants to challenge herself to be her best, but do it in style. Our customer embodies the warrior spirit that lifts women up and supports them being exactly who they are!
Shop SheWarrior here.
