Copy of ABOUT
Elevated activewear designed for the woman who refuses to look like everyone else. A uniform of hero pieces, designed to perform in the studio and transition to wear in your daily life, effortlessly.
A collection of elevated, style-led active essentials, made for the woman that doesn't want to look like everyone else.
The HÉROS ETHOS
The Brand
A Uniform for the Studio and the Street
HÉROS is built on a single conviction: to create elevated activewear that is beautiful and style-led, without compromising performance or function. Your everyday workout wear, upgraded. The best quality fabrics, in stand-out styles, made to be worn on repeat.
Every piece is designed in Los Angeles with a silhouette-first approach. The starting point is always how it looks and feels on the body. The result is activewear that earns its place in a real wardrobe — not just a gym bag.
Made for the woman who knows exactly who she is.
The Founder
Joni Kilmurry
Born and raised in Scotland, Joni Kilmurry studied fashion and textile design at the Glasgow School of Art — one of the most respected design schools in Europe.
She moved from London to New York, then settled in Los Angeles, where she built a career as a fashion stylist for red carpet and a consultant on design and creative for fashion brands. She later became Director of Celebrity and VIP Relations at Levi Strauss, where she collaborated closely with celebrities and musicians to create custom denim pieces — work that sits at the precise intersection of fashion credibility and commercial performance.
She is also certified in Pilates, having practiced for more than 15 years. She understands the body in motion from the inside out and knows what a garment needs to do when it is actually being worn in a studio, not just photographed in one.
HÉROS is the result of this varied skill set — a trained designer, with a deep fashion industry experience and a working, practical knowledge of movement.
"Everything Joni releases is effortless. And with her background—the best is to be expected."
GOOP
From Glasgow to Los Angeles
Glasgow School of Art — Fashion & Textile Design
Trained at one of the world's leading art and design institutions. The Glasgow School of Art's fashion program is built on rigorous technical training in textile, pattern, and silhouette — a foundation that still shows in every HÉROS cut.
London — Fashion Industry Entry
Early career in fashion, working across styling, design consultation, and brand development in London's fashion industry before moving to New York.
New York — Red Carpet Styling
Worked as a fashion stylist for red carpet — understanding at close range what it means for a garment to perform visually under pressure, on real bodies, in real moments. PR and design consultation for fashion brands across the city.
Los Angeles — Levi Strauss, Director of Celebrity & VIP Relations
Became Director of Celebrity and VIP Relations at Levi Strauss, running product placement and collaborating directly with celebrities and musicians to create custom denim. The role combined creative vision with commercial execution at an industry scale — and marked a move to Los Angeles that became permanent.
Pilates Certification — The Missing Credential
Became a certified Pilates instructor — adding a working knowledge of movement, body mechanics, and what activewear actually needs to do under load. The certification that made HÉROS possible: not just designing for the aesthetic of a studio environment, but understanding it physically.
Los Angeles — HÉROS is Founded
House of HÉROS launches in Los Angeles. Premium activewear designed with the combined experience of formal textile training, red carpet styling, celebrity product placement, and certified Pilates instruction. A brand built by someone who has spent her career at the intersection of fashion and movement.
What We Stand For
The HÉROS Principles
01
Silhouette First
Every HÉROS piece starts with how it looks and feels on the body. The fit question comes before the technical spec. Performance follows from a garment that moves correctly — not the other way around.
02
Small Batch. Every Time.
No mass production. No overstock. Limited releases that sell out and stay sold out. This is how HÉROS maintains design integrity — every piece is made to matter, not to fill a warehouse.
03
Studio to Street
The HÉROS customer moves through the world — from the studio to coffee, to the office, to dinner. The pieces move with her. Designed to look as intentional at brunch as they do in a reformer class.
04
Fashion Credibility
HÉROS is designed by a trained fashion professional, not by an athlete or an algorithm. That difference shows in the cut, the silhouette, and the detail work that most activewear brands simply don't prioritize.
05
Material Integrity
Premium recycled performance fabrics from BlueSign-certified mills. BPA-free. PFAS-free. What the fabric is not made with is as important as what it is. No hidden chemical shortcuts in the name of performance.
06
She Refuses to Choose
The HÉROS customer refuses to choose between looking good and performing well, between fashion and function, between the studio and the street. HÉROS is built for that refusal. It is the whole point.
The Design
Premium Fabrics. Tailored Silhouettes.
HÉROS uses two proprietary fabric constructions — Eco Tech and Soft Sculpt — both made from recycled polyester, both sourced from BlueSign-certified mills, both BPA-free and PFAS-free.
Eco Tech is the performance fabric: smooth, compressive, precision-fit. 83% recycled polyester, 17% spandex. It holds its shape through a full class and returns to form after every wash. This is the fabric of the 80s Legging, the Unitards, and most of the Active Collection.
Soft Sculpt is the comfort fabric: cloud-soft, body-skimming, forgiving. 87% recycled polyester, 13% spandex. A sculpting silhouette without the squeeze. This is the fabric of the Soft Sculpt Collection.
The silhouettes are tailored — not simply fitted. There is a difference. Fitted means cut to body measurements. Tailored means designed to do something specific with the body: elongate the leg, define the waist, create a clean line across the back. Every HÉROS cut is made with that intent.
Material Commitment
Built to Last.
Made Responsibly.
HÉROS fabrics are made from recycled polyester — sourced from BlueSign-certified mills that independently verify PFAS-free production, responsible chemical management, and safe working conditions.
Small-batch production means no overproduction, no surplus to landfill. Every piece is made because it should exist — not because a volume target requires it.
87%
Recycled polyester
in Soft Sculpt
83%
Recycled polyester
in Eco Tech
0
PFAS in any
HÉROS fabric
Jan
2026
BlueSign full
PFAS ban effective
Now You Know
This is HÉROS
Premium activewear designed in Los Angeles by a trained fashion designer who is also a certified Pilates instructor. Small batch. Sustainable fabrics. Built for the woman who refuses to choose.
