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My Story

My name is Soudi Masouleh

I grew up in England, as my parents came here to pursue their studies. Our household was predominantly filled with women and I was raised with a strong emphasis on female empowerment. This upbringing instilled in me a deep-rooted support for the underdog and a desire for everyone to succeed. I strongly believe in equality and the freedom to forge one's own path in life.

From a young age, I discovered my passion for design and sketching ideas, this passion began to blossom at the tender age of six.


My purpose in life is to empower women by providing them with the freedom of choice with skills that I have in apparel design by designing products that complement and enhance their sports activities, whether they prefer to be fully covered or embrace a more revealing style. 


I strongly believe in sustainability and circularity, ensuring that my designs and products contribute to a more eco-friendly world. Throughout my journey, I have worked for companies that have turned a blind eye to the concept of greenwashing. Witnessing this disregard for genuine sustainability practices has deeply affected me. I have come to the realisation that I can no longer be part of such organisations. It is against my principles to support actions that deceive consumers and harm the environment.

I am committed to promoting transparency and authenticity in the industry. I firmly believe that true sustainability goes beyond mere marketing tactics. It requires a genuine dedication to minimising environmental impact and embracing ethical practices. I strive to work with brands and companies that share this vision, as I believe that together we can create a more responsible and sustainable future.

By combining my passion for design, my dedication to empowering women, and my unwavering commitment to sustainability, I aspire to make a meaningful difference in the world.

Skipping Rope

Sportswear Design Specialist

Soudi Masouleh is a world leading sportswear design specialist with an impressive career spanning over 25 years in the performance sportswear design industry and most recently part of the team at Marks & Spencer launching their in-house sportswear brand GOODMOVE. Throughout her extensive career, she has had the privilege of collaborating with renowned sportswear brands and gaining invaluable experience. Soudi possesses a deep understanding that each brand possesses its own unique DNA and strives to create designs that seamlessly align with their individual identities. Her adaptability is one of her greatest strengths, allowing her to effortlessly transition between various brand aesthetics and design philosophies. Whether it's crafting sleek and minimalist designs or pushing the boundaries of innovation, Soudi's ability to adapt to different brand visions has consistently set her apart in the industry. Her versatile approach ensures that she can deliver exceptional design solutions tailored to the specific needs and aspirations of each brand she works with.

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Sportswear Model

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