Our feature in Gloucestershire Live

Our feature in Gloucestershire Live


The inclusive Gloucestershire gym wear brand launched as a hobby but now empowering women of all shapes, sizes and ages

Jordan Tuck launched J.LUXE.FIT in August 2020 as a hobby, but received 170 orders in one day for her latest collection

Struggling to find gymwear that supported her body effectively at the gym, a young Gloucestershire entrepreneur founded an inclusive brand last year which has gone from strength to strength in making women of all shapes and sizes feel confident and included.

Jordan Tuck, originally from Stroud, is the trailblazing businesswoman behind J.LUXE.FIT, an inclusive activewear brand which she founded during the first lockdown, at the age of 22.

Furloughed from her full-time job as a business development manager in Spring 2020, Jordan, now 23, got to work on her vision of creating a supportive brand that would help boost other women's confidence at the gym, empowering them to enjoy their workouts fully.

Jordan said: "I started the brand because I struggled to find activewear that was supportive when doing an intense workout,

"I do a lot of HIIT workouts and I also run. I would struggle to find things that supported my bust, and matched.

"A lot of the time, I would have to go completely mismatched and that never makes you feel as confident, especially when you're around a group of people in a class wearing really nice things."

Jordan says that a lot of the sports bras she experienced prior to setting up her own clothing line were often low cut and made of thin material - rendering them unsuitable for high intensity workouts - so she was keen to make sure this was not the case for other women.

"It took me about six months from doing project research to actually launching the first collection," Jordan said.

"The starting process was initially the design of the logo, the brand itself, and brand names. All of that took quite a lot of time.

"Then it was designing the clothing; I needed to come up with something that was supportive but still stylish and comfortable,

"I put a pocket in the waistband of the leggings for practicality, which has been one of the things people love about them. For the bra, it was mainly about it being supportive so it took a while.

"I looked at different fabrics, then I took them to manufacturers, and got samples made. Once I was happy with them, we launched the product."

Since the launch of the first J.LUXE.FIT collection in August 2020, the Jordan's brand has come a long way, and has even been endorsed by Olivia Bowen, of Love Island Fame.

On Sunday, October 3, a new collection in partnership with body-positive influencer Scarlett's World was dropped to an overwhelming response.

The campaign features models of all different sizes and ages, showcasing the inclusive gymwear, and the stylish yet supportive items available include leggings, sports bras and cycling shorts.

Jordan, who works full-time on top of managing her business, has had a huge outpouring of support from her Instagram following, who have been empowered by her clothing range.

She said: "Instagram has been massive for us, we've really built a community on there of body positive people,

"People love it because we'll always do model calls on our Instagram, so they can get involved with our photoshoots,

"I get messages that say: 'I could never just wear leggings and a sports bra to the gym because I didn't feel confident' and then they send me a picture of them wearing J.LUXE at the gym.

"The more we grow, the more sizes we will offer - at the moment we offer up to a size 22, which some size 24s say they can fit into. Obviously we would love to go up higher but being only a small business at the moment we have to grow in stages.

"Eighty per cent of our Scarlett's World collection sold out within two hours of going live, so it's gone a bit crazy over on Instagram since then.

"Initially, it was just going to be a hobby - I just wanted to see what I could do," she said.

"I didn't think it would turn into where we are now - no way."