Islington woman who spent four years in a children’s home turns life around to launch sportswear brand

Mel Allen, 32, has launched sportswear brand Swaggerlicious

Mel Allen, 32, has launched sportswear brand Swaggerlicious - Credit: Archant

An Islington woman who spent four years in a children’s home has taken inspiration from Olympic athletes to launch her own sportswear brand, Swaggerlicious.

Mel Allen, 32, says the focus of her brand is to uplift people and promote equality, while the clothing itself is “comfortable and affordable”.

The budding entrepreneur, who grew up in Mildmay Grove, is on a Prince’s Trust programme. She has also launched a crowdfunder to help with running costs.

She had a difficult childhood, spending four years in care, and her brother died when she was 15. “People encouraged me not to go to school,” she said. “There were people around who weren’t really for me.

“Because I didn’t have my parents around I didn’t have that solid guidance and I was encouraged not to achieve anything.”


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But she turned her life around, completing a business degree before going on to launch the business.

“I want to help people choose the right path in life and maximise their potential,” she added.

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“Last year I was fortunate enough to watch Usain Bolt, Jessica Ennis-Hill and Mo Farah at the Olympic Stadium in London which inspired me towards active sportswear.”

Mel is now calling on the public to help contribute to the “positive sportswear” message. She is also taking to social media to share inspirational messages in tune with the brand’s ethos.

Visit swaggerlicious-clothing.com to check out the clothing range and donate to the Kickstarter campaign.

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