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Behind the Seams with Venus Williams

Behind the Seams with Venus Williams
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Our promise at Town's End Outfitters has always been to bring you the top lifestyle brands for the elite amateur sportswoman in skiing, golf, tennis, sailing, equestrian and sporting. We've been so fortunate to work with and amongst some of the top brands in the world and we are proud to showcase them to you in our newest series - Behind the Seams.

We are thrilled to welcome EleVen by Venus to our brand family at Town’s End Outfitters. Founded and designed by legendary tennis player Venus Williams, we sat down to talk about design, women in sports and how to define success beyond 7 Grand Slam titles, 5 Wimbledon Championships and 4 Olympic Gold Medals.


Town's End Outfitters: The world knows you as a champion tennis player. What inspired you to create EleVen by Venus? 

Venus Williams: I wanted to build a brand in activewear that blended fashion and function. As an athlete, I know how things need to perform and move to handle any workout, no matter the intensity. As a designer, I knew I wanted to create a line that reflected my approach to style: fun color, popping prints, unique design that is unlike anything other brands are doing! I’m so thrilled with where EleVen is as a brand – next step: world domination!


Town's End Outfitters: How has playing in your own pieces effected the way that you approach your design process? 

Venus Williams: Playing in my own pieces is empowering. It’s a reminder of my hustle and pushes me to put my best foot forward and keep striving to be better than my best. I put on one of my designs and just know that the fit is going to be just right and turn some heads in the process. That’s a good feeling… actually, that’s a great feeling.” 


Town's End Outfitters: Every tennis player seems to align themselves with a certain brand. What  does the label you wear mean to you as an athlete? 

Venus Williams: I don’t know if it’s the label. It’s the energy behind what you’re wearing. As an athlete, you need to wear what’s going to help you conquer – whether you’re on the court, on the field, on the slopes, wherever your sport takes you. I’m all about the energy and vibes of a brand. It’s why EleVen is both classy and spunky – I love that mix. EleVen is nothing but good vibes.


Town's End Outfitters: How do you want women to feel when they are wearing EleVen By Venus? 

Venus Williams: My mission for EleVen is and has always been to help women feel better than their best – to be an 11/10. How you dress and present yourself to the world helps you feel ready to conquer whatever life throws you at. Look good, feel good, you know? I want women to put something from my line on and be ready to crush it.


Shop the EleVen by Venus Collection. 

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