If you’ve seen AYBL’s sleek activewear sets online and wondered whether it’s an American label — you’re not alone.
As someone in the yoga and fitness apparel industry, I’ve looked into AYBL’s origin, operations, and why so many US shoppers think it’s a domestic brand.
No — AYBL is not a US brand.
It’s a British company founded in 2018 in Bromsgrove, England, by Reiss and Kris Edgerton.
However, it ships internationally and has built a strong following in the US, giving it the visibility of an American label.
AYBL is a UK-born activewear brand that focuses on minimalist, functional, and affordable women’s gymwear.
Key facts:
Although many shoppers in North America assume AYBL is American, its roots and leadership are firmly British.
AYBL is a global eCommerce brand with warehouses and logistics partners serving:
Its success in the US comes from fast shipping, influencer collaborations, and community-driven marketing that feels very similar to Gymshark or Alphalete.
There are three main reasons:
This combination creates the illusion of a US-based brand, even though its creative and corporate leadership are from the UK.
AYBL has positioned itself as an accessible premium brand, combining UK design with international appeal.
| Attribute | AYBL | Gymshark | Lululemon | Alo Yoga |
|---|---|---|---|---|
| Origin | 🇬🇧 UK | 🇬🇧 UK | 🇨🇦 Canada | 🇺🇸 USA |
| Style | Sleek, minimalist | Performance gymwear | Luxury yoga | Street-lux athleisure |
| Price Range | £30–£60 | £40–£80 | £80–£120 | £90–£130 |
| Audience | Women 18–35 | Unisex 18–30 | Women 25–40 | Women 20–35 |
While AYBL shares Gymshark’s British DNA, its tone and style appeal heavily to US fitness and yoga consumers.
For buyers:
For new brands:
Q1: Is AYBL a UK or US brand?
AYBL is a UK-based brand, founded and operated from England.
Q2: Does AYBL ship to the US?
Yes. It ships to over 100 countries, including the United States, with fast delivery options.
Q3: Who owns AYBL?
AYBL is privately owned by Reiss and Kris Edgerton, who also manage other fitness-related ventures.
Q4: Is AYBL’s sizing suitable for US buyers?
Yes. The brand uses standard UK-to-US size conversions, making online ordering easy for American customers.
At FuKi Yoga, we specialize in helping yoga and athleisure startups reach international markets — just like AYBL.
Our services include:
If your goal is to create a global yoga apparel label with modern aesthetics and scalable production, FuKi Yoga can help you make it real — from concept to finished collection.