He started the journey in January 2020, inspired by his own competitive sports background as well as his mum’s career working in fashion.

“Having grown up around female athletes and models, a lot of them noted they wanted sportswear that could differentiate themselves in the gym, as many other sportswear brands look the same,” said Josh.

“So I set out on my own, and after a lot of research and development – plus plenty of mistakes along the way! – I am now launching the prototype and looking to gather funds through a Crowdfunding campaign next year.”

He has launched a survey to gather women’s thoughts on his prototypes, with questions about the design and colours used as well as understanding personal preferences on the features incorporated in gym leggings.

Veeband is a sportswear brand aimed at women aged 18-30, but Josh is keen to gather thoughts from as many people as possible through the survey.

It prides itself on using premium fabrics and construction techniques, with a design that makes the clothing functional and aesthetically pleasing. Josh also has plans in the future to start a subscription service for Veeband, alongside an app too.

He recently received a Santander sponsored grant through the Loughborough Enterprise Network to support his venture, and is now keen to ensure that the prototype is as good as it can be.

In addition, Josh has obtained investment and mentorship from Loughborough alumnus and entrepreneur Richard Story. Richard has helped him with operations as well as meeting valuable contacts to help shape his business plan and product range.

Josh commented: “I’m really keen to get the views of my target market to help shape the leggings, and I love the idea that Loughborough students in particular can contribute to this by sharing their feedback on what they really want in performance clothing whilst training.”

The short survey can be completed online here.