AXEL Clothing, Crewe (2026)

06/09/2026

573 boxes sent out… and then comes the part I’m NEVER prepared for 😭

Waiting for the reviews 💌

No matter how many months we do this, I still get that horrible nervous feeling when I know hundreds of boxes are landing on doorsteps at the same time🥴

Because when you’re trying to create something that 573 different gals are going to open… it’s impossible to please absolutely everyone. And I genuinely care SO much about what you girls think🥹

September especially felt like a big one! I ditched the usual box for the first time in 3 years, I went over budget on the tote bag 🙃

We've hard launched Strong Girl Season, bringing back the 6 week challenge AND created a box all about getting that little spark of motivation back after summer.

So yes… I’ve basically been refreshing the Sub Club group like a woman possessed waiting for your reactions 😂

And then THESE started coming in 👉🏼🥹

Reading messages saying you love the colour, the fit, the tote, the little details… honestly, the relief 😂 but more than that, the PRIDE.

573 women chose my little brand this month.

That number will never just be a number to me. Every single one is a real person opening something we planned, designed, packed and stressed over for MONTHS.

Swipe to read what the girls are saying about September. 🥹🍷

And if you’re looking at these thinking okayyyy maybe I need to be in this club…

Come join us now and grab one of the last few September Boxes 🎀🫶🏼🎉

04/09/2026

Wellll today's the day you found out... 🤭

Imagine getting that new gym fit motivation delivered straight to your door EVERY. SINGLE. MONTH 💁🏻‍♀️

No scrolling for a new set.
No wondering what colour to choose.
No forgetting to treat yourself.

You join once, then every month we do the rest 🫶🏼

A brand new activewear fit, little wellness/lifestyle extras, a new monthly theme AND access to our private Sub Club community filled with hundreds of girls doing it alongside you.

And if you thought August looked good… September is here and it's Strong Girl Season 🍂💪🏼

September members will also get access to our 6 week fitness challenge, run by our in house online coach and starting mid month exclusively inside our Sub Club community 💃

Think new season. New gym fit. Back into routine. A whole community behind you. And six weeks of accountability to give you that little push you might need after summer.

Spaces for September are OPEN NOW! Have your box shipped today along with an extra FREEGIFT for new subscribers ✨

Come and join the UK’s first activewear subscription and give yourself something to look forward to every single month 🥳🤎

02/09/2026

🚨If the last 5 months looked THIS good… just imagine what’s coming next 😧

Honestly, at this point… what are you waiting for?! Haha 😭😂

Every single month, our Sub Club girls get a brand new activewear fit delivered straight to their door.. with a completely different colour, theme and little extras giving you that monthly dose of motivation.

And September might just be one of my favourites yet… 👀

🍷 A brand new fit in THE colour of the season
🤫 A little something extra because apparently I don’t understand the meaning of “budget”
👜 We’ve switched things up with the packaging this month
✨ Exclusive goodies to match our STRONG GIRL SEASON theme
🍑 PLUS our 6 week fitness challenge starting mid September, exclusively for Sub Club girls and led by our in house online coach

And you’re not just signing up for activewear.

You’re joining a community of 550+ girls motivating each other, making online besties and getting excited for that parcel landing every single month 🥹💁🏻‍♀️

September spaces are NOW OPEN.

You’ve seen the last five boxes…
You’ve seen the September sneak peek…

Now I think it might finally be time to stop watching the Sub Club from the sidelines. 👀

Come and join us for Strong Girl Season ✨🍂

02/09/2026

Found this video on my phone yesterday and honestly, my heart 🥹

Axel is currently OBSESSED with the idea of becoming a YouTuber. Apparently that’s going to be his full time job when he’s older 😂 so he’s been practising his vlogging at every opportunity.

But hearing him walking around the shop, filming everything and proudly telling his imaginary viewers that he’s in his mum’s very own shop absolutely got me 🥹

Because to him, it’s just Mum’s shop.

But I look around and remember that this business started when I was pregnant with him.
That I named it after him. That he’s grown up alongside it, from boxes being packed at home, to tiny storage units, to warehouses, and now an actual shop he can walk around and proudly tell people belongs to his mum 🤎

Sometimes when you’re in the middle of running a business, you’re so focused on what needs doing next that you forget to look at what you’ve already built.

And then your 6yr old finds takes your phone, starts vlogging and gives you the reminder you needed 🥹

Maybe one day I’ll be watching this back on his actual YouTube channel when he’s doing it as his full time job earning millions and I can retire 😂

For now, I’ll happily be his first subscriber 🤎

AXEL has always been so much more than a business to me. It’s quite literally got my whole heart, and his name, all over it ✨

And when you choose to support me, you're literally supporting US 🫶🏼

01/09/2026

Have you just discovered the fitness girl cheat code, or are you an OG? 👀📦

Because HOW have you made it this far without knowing this exists?!

Join the UK’s first activewear subscription and every single month, a brand new gym fit lands straight at your door… without you having to lift a finger. ✨

No scrolling for hours.
No “I have nothing to wear to the gym.”
No forgetting to treat yourself.

Just a little parcel of motivation landing every month 💌

AND it’s so much more than the activewear…

You’ll become part of our Sub Club community of 500+ girls, a safe place to make new online besties, joining our challenges, sharing your wins and having a whole group of girls cheering you on 🥹🫶🏼

Basically… new gym fits + motivation + girl gang = say less.

September spaces are OPEN 🍂
And trust me… Strong Girl Season is THE month to join 👀 our 6 week fitness challenge starts MID SEPT, ran by our in house online coach 💪🏼

Who’s only JUST discovering us?! Are you finding us now or are you an OG?! 😂👇🏼

01/09/2026

IT’S OFFICIALLY BER MONTHS 🍂🤎☕️

And I am SO ready for it.

Hot chocolates ☕️
Crisp autumn leaves 🍂
Darker evenings ✨
Comfy activewear 🤎
And that back to routine feeling after summer.
And most importantly, the kids go back! 🤣

September always feels like a mini New Year to me, a chance to reset, get back into good habits and find your routine again.

And at AXEL… we might have a little something coming to help with exactly that 👀💪🏼

Strong girl season is officially loading, your September Boxes are brewing, who's ready for it? 🍂

31/08/2026

🚨AFTER 3 YEARS… I’VE DITCHED THE SUBSCRIPTION BOX 😧👀

Okay, NOW you can see what Kelsey was so determined to hide from you 😂

September is officially STRONG GIRL SEASON 🍂💪🏼 and this month I wanted everything to feel like that fresh start, back to routine energy.

So for the first time ever, your subscription isn’t coming in a box…

IT’S COMING IN YOUR VERY OWN SUB CLUB TOTE BAG! 👜🤎

Perfect for throwing your gym bits in, running errands or carrying approximately 738 things around with you at all times 😂

And it fits perfectly with everything else coming this month…

🍷 A brand new gym fit in one of THE colours of the season
💪🏼 Our exclusive 6 week fitness challenge just for Sub Club girls (starts mid Sept!)
🎁 An exclusive product created for us by another female led small business
☕️ A herbal tea to match the theme
👀 PLUS a 100% cotton tote bag

And because apparently I have absolutely no concept of a budget when it comes to these boxes 🙃…

The tote is an EXTRA gift made by me.. At no extra cost to you 🥰

September might just be one of my favourite concepts we’ve ever done.

STRONG GIRL SEASON IS COMING BBY!!! 🍂

After 2 sells out months back to back... Spaces are now OPEN for my gorgeous September Edition, who’s getting one?! 👀

31/08/2026

Kelseys got a face like a slapped arse 🤣🤣

You know how much of a Scruge she is when it comes to showing you sneak peaks and secrets..

Well.. September Sub Club packing is about to begin, BUT for the first time in 3 YEARS… we’re not actually packing them into boxes 👀

Which means if I show you ANY packing content, you’re going to see what they’re being packed into instead.

Me: “But we need content.”

Kelsey: “Absolutely not.” 🚫

So apparently our options are:

A) No content whatsoever until they land 😂
B) Blindfold the entire internet
C) Distract Kelsey long enough for me to accidentally film it 👀

Because apparently I run the business but Kelsey runs national security 👮

Operation: Keep September Secret is officially underway 🔐😂

Who thinks I should just “accidentally” reveal what it's being packed into for the love of content???? 👀

31/08/2026

August gave me trust issues, so September prep is looking a LITTLE different 😂

You see a cute parcel arrive at your door every month…

I see MONTHS of designing, sampling, changing my mind, confirming production numbers, finding the perfect extras, attempting to be a graphic designer on Canva, matching parcel bags to the theme, counting stock approximately 700 times and assembling a small army of girls for packing day 😂

And after August?

I’m checking EVERYTHING twice!! Actually… three times 👀

Because behind every subscription box is so much more than just packing a product into a bag.

Every month I want the whole thing to feel like an experience. From the colour of your parcel to the theme, the leaflet, the main activewear piece and the little extras inside.

And somehow, despite doing this for THREE YEARS, packing day still manages to throw something completely unhinged at us every single month 😂

But seeing 550+ parcels lined up ready to go to our Sub Club girls is still one of my favourite sights in the world 🥹

Now we’re getting ready to do it ALL OVER AGAIN for September… 🍂🍷

And this month we’re switching things up in a way we’ve never done before 👀 September spaces are NOW OPEN!!!!

Come join 550+ girls and experience that new fit arriving at your door feeling every single month 📦✨

29/08/2026

I fear I've just created a jacket I need to be buried in 🤭

Come unbox some new A/W samples with me & Kelsey 💁🏻‍♀️

One of my FAVOURITE parts of running an activewear brand is when a delivery of brand new samples lands and we finally get to see ideas we’ve been working on come to life.

Today’s bag was FULL 👀 New fits, new shapes, new pieces we’ve never done before… including our brand new WINDBREAKER JACKET and I am OBSESSED 😭🔥

This is the bit you don’t always see.. trying everything on, pulling things apart, changing tiny details, arguing over what we love 😂 and deciding what actually deserves to make it into a collection.

Some of these will make the cut.
Some will go back for changes.
And some might never see the light of day 👀

But that windbreaker… she’s looking VERY promising🤭❄️

I've got 5 boxes of stock that I need to do the sample sale with... it'll take place in our private Sub Club Community group and is exclusive for sub girlies only! 🤪🤪

But first, what's caught your eye?! 🥳🫶🏼

AXEL Clothing

06/09/2026

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