When the forecast says downpour, Sweaty Betty says dress for it, whilst taking to the streets of London with All Good In The Hood, a giant, moving billboard lined with real Sweaty Betty coats, offering passersby a place to shelter from the rain in style.
The playful installation doubles as both art and armour, transforming everyday rain dodging into a moment of joyful rebellion. Featuring signature pieces from this season’s Outerwear collection, such as the Nimbus Waterproof Puffer, Motion Technical Parka, and On The Move Longline Puffer, All Good in the Hood activation reminds us that when the heavens open, style powers on.
The travelling billboard will appear at surprise locations where Brits get caught out most in bad weather across London on 3rd and 4th December, giving the public a chance to hide under the hoods, snap a pic, and even win the coat that saved them by tagging @SweatyBetty on Instagram Stories.
It comes after recent research from Sweaty Betty revealed that Brits talk about the weather a whopping 17 times a week, with 65% struggling to get through a conversation without mentioning it and nearly half (43%) also checking the weather every time they leave the house.
However, despite this weather obsession, Brits still get it wrong as 97% have experienced being caught out in a downpour, lost to gales or stalled by snow. The top places Brits get caught out most in an unexpected downpour are on the way back from the weekly shops (58%), while waiting for the bus (50%) and on the way to work (46%).
More than half (84%) of the nation have even admitted that bad weather puts them off seizing the day, often cancelling work meetings (24%) or abandoning plans multiple times (64%).
Melissa Mullen, CEO of Sweaty Betty. says: “Let’s be real — British weather’s got a mind of its own. So we built outerwear with the same spirit: bold, ready, unstoppable. We’re here to help women weather whatever — to move through the storm and still look fantastic. All Good In The Hood isn’t about hiding from the rain; it’s about taking it head on. We’re not here to play it safe; we’re here to turn heads and take on the day, come rain or shine.”
The All Good In The Hood installation will be live in London on 3rd (Battersea Power Tube Station) and 4th December (Liverpool Street Station) which coincides with the opening of Sweaty Betty’s newest store inside Liverpool Street Station.
Location details available on request. Media and content creators are invited to experience the stunt firsthand – because when it rains, we slay.
Prices start from RRP £190 and are available to purchase online at www.sweatybetty.com and in-store.
