Startup Stories: Two friends’ one idea

JWalking Designs' founders dressed in our active skirt - good for both work out and go out!

Tell us about your entrepreneurial product or service.
What makes our JWalking Designs’ athletic skirt so special?

FIT – our wider waistband, sewn-in shorts and longer length makes for a great 360 view of you!

FUNCTION – if you need pockets to carry your cash, keys and phone, we got ’em!

FASHION – multi-taskers unite! Our Eco-Fit skirt is great for the gym AND the grocery store.

We want our skirt to become YOUR skirt.

What inspired you to launch your business idea?
This is the story of two friends – Joanne Linden and Alison O’Brien. We met in 2007 when training for the New Jersey Marathon as members of the Leukemia & Lymphoma Society’s endurance team, Team in Training. Across the months and the miles, we not only moved our feet, but our mouths too. Our two favorite topics – food and fashion! We found we loved sushi and french fries, but didn’t like what was on the market for workout wear bottoms. Shorts were ill-fitting and often unflattering; pants were too heavy for hot weather. Very few options had pockets to store keys, cash and a cell phone. We decided there should be something better and strove to find what that was.

So, we took to the stores and, while shopping, came across a running skirt – a fashionable piece of flowing fabric with form-fitting shorts sewn-in underneath. The mid-thigh length creation was made of moisture-wicking material, which made it perfect for warm days, and was loose enough, which made it possible to layer-in tights in colder temperatures. The skirt also had a zippered pocket large enough to carry a driver’s license and money. It was a step in the right direction.

But a year, and two more marathons, later we started finding fault with the initial find. There was only one pocket and it wasn’t large enough for a cell phone, iPod or car keys. There was only one zippered pocket and was located in the back, which was difficult to access while moving and awkward to reach for if out in public after training. We started asking our fellow marathon friends, some of whom said that the standard skirt length didn’t adequately cover the backsides of larger ladies.

We realized this was an opportunity to create performance apparel to fit everyone’s needs; items that could easily transition from exercise to everyday life. And JWalking Designs was born.

What problem does your business or organization solve?
With purchasing power like never before, today’s women demand fit, functional and fashionable workout wear beyond the frumpy fitness fashions of former years. As a company created and corralled by two women, we understand that if we women don’t feel good – or feel we look good – in our workout clothes, that insecurity can become just another barrier to getting out and getting active.

We want women of all shapes and sizes to have the self-confidence to get out and get active. And that is the mission of JWalking Designs.

What has been your biggest challenge as an entrepreneur and how are you working to overcome it?
We, a TV producer and a pharmaceutical quality control specialist, are new to running a clothing business. But we are open to any and all challenges and, as marathoners, have the endurance to take this to the finish line.

Give us one word that people might use to describe you.
Innovative (in today’s hashtag world, I thought of making our ‘one word’ #FitFunctionalFashionable, but don’t want to go against the rules :))

How has Project Eve helped you and/or your business?
We – two first-time women entrepreneurs – believe that Project Eve will help us learn and grow in an accepting and encouraging community of female business owners.

Give us an insider tip that relates to your industry or startup story.
Be open to learning anything and everything always – the world is changing constantly and you have to be ready to change with it!

Company: JWalking Designs


Follow my organization on social media here:

Please submit your story to the largest archive of entrepreneurial startup stories in the world so, together, we can motivate women in business to think beyond traditional boundaries, support one another, embrace change and view challenges as opportunities. Whether you are a small business owner, a freelancer, a serial entrepreneur, own an online business, operate a storefront on Main Street, or even moonlight with an amateur blog our 500,000+ community would like to hear your Startup Story! Answer seven short questions to create a blog of your story today!

Inspired Yet? Need More Startup Stories? Try These:

Startup Stories: Finally Free of the Daily Grind!

Startup Stories: From Mom to Entrepreneur

Startup Stories: Making Change Happen at the Women’s Coaching Center

Startup Stories: Meet Ms. Fix It

Startup Stories: Bootstrapping a Start-Up Abroad


  1. I’m impressed, I must say. Actually rarely do I encounter a blog that’s both educative and entertaining, and let me let you know, you’ve got hit the nail on the head. Your thought is excellent; the issue is one thing that not sufficient persons are talking intelligently about. I’m very completely satisfied that I stumbled throughout this in my search for something referring to this.

  2. Have you ever thought about adding a little bit more than just your articles? I mean, what you say is fundamental and all. Nevertheless imagine if you added some great photos or video clips to give your posts more, “pop”! Your content is excellent but with pics and clips, this blog could certainly be one of the best in its niche. Awesome blog!

  3. Hello! I know this is kind of off topic but I was wondering which blog platform are you using for this website? I’m getting sick and tired of WordPress because I’ve had issues with hackers and I’m looking at options for another platform. I would be fantastic if you could point me in the direction of a good platform.

  4. hi!,I like your writing very much! share we communicate more about your article on AOL? I require an expert on this area to solve my problem. May be that’s you! Looking forward to see you.

  5. One thing I’ve noticed is always that there are plenty of misconceptions regarding the lenders intentions whenever talking about home foreclosure. One delusion in particular is the fact the bank desires your house. Your banker wants your hard earned dollars, not your home. They want the amount of money they gave you with interest. Avoiding the bank will undoubtedly draw a new foreclosed realization. Thanks for your post.

  6. The other day, while I was at work, my cousin stole my iPad and tested to see if it can survive a twenty five foot drop, just so she can be a youtube sensation. My iPad is now broken and she has 83 views. I know this is totally off topic but I had to share it with someone!

  7. 5133 611925Hello there! I could have sworn Ive been to this blog before but following checking through some of the post I realized it is new to me. Anyhow, Im definitely glad I identified it and Ill be bookmarking and checking back often! 794116

  8. I have seen loads of useful elements on your web page about pc’s. However, I have the view that lap tops are still not quite powerful adequately to be a good option if you often do jobs that require plenty of power, such as video editing and enhancing. But for website surfing, statement processing, and the majority of other popular computer work they are just great, provided you may not mind small screen size. Thank you for sharing your thinking.

  9. Hmm it seems like your website ate my first comment (it was super long) so I guess I’ll just sum it up what I wrote and say, I’m thoroughly enjoying your blog. I too am an aspiring blog writer but I’m still new to the whole thing. Do you have any points for inexperienced blog writers? I’d certainly appreciate it.

  10. Usually I don’t read article on blogs, but I wish to say that this write-up very forced me to try and do it! Your writing style has been surprised me. Thanks, very nice post.

  11. 705150 973394Hello there, just became alert to your weblog by means of Google, and discovered that it is really informative. Im going to watch out for brussels. I will appreciate if you continue this in future. A lot of people is going to be benefited from your writing. Cheers! 973922

  12. Oh my goodness! a tremendous article dude. Thanks Nevertheless I’m experiencing challenge with ur rss . Don’t know why Unable to subscribe to it. Is there anyone getting an identical rss problem? Anyone who is aware of kindly respond. Thnkx

  13. Thanks for your article. Another point is that being photographer includes not only problems in capturing award-winning photographs but also hardships in establishing the best camera suited to your requirements and most especially issues in maintaining the quality of your camera. It is very correct and noticeable for those photography addicts that are in to capturing the particular nature’s exciting scenes – the mountains, the actual forests, the particular wild or even the seas. Visiting these amazing places certainly requires a photographic camera that can meet the wild’s nasty conditions.

  14. Thanks for the marvelous posting! I truly enjoyed reading it, you might be a great author.I will ensure that I bookmark your blog and will come back sometime soon. I want to encourage you continue your great job, have a nice holiday weekend!

  15. I must thank you for the efforts you have put in penning this blog. I really hope to view the same high-grade content from you later on as well. In fact, your creative writing abilities has inspired me to get my very own site now ;)

  16. Thanks for the distinct tips contributed on this website. I have observed that many insurance carriers offer prospects generous deals if they elect to insure a few cars together. A significant number of households have several autos these days, particularly people with older teenage kids still located at home, as well as savings for policies could soon increase. So it will pay to look for a bargain.

  17. Thanks for your handy post. Through the years, I have come to be able to understand that the particular symptoms of mesothelioma cancer are caused by the particular build up associated fluid between your lining on the lung and the breasts cavity. The disease may start inside the chest vicinity and get distributed to other areas of the body. Other symptoms of pleural mesothelioma include losing weight, severe breathing trouble, temperature, difficulty swallowing, and puffiness of the neck and face areas. It must be noted that some people living with the disease usually do not experience almost any serious indications at all.

  18. This is very fascinating, You are an overly professional blogger. I have joined your feed and look ahead to in the hunt for extra of your excellent post. Also, I’ve shared your site in my social networks!

  19. One thing I would really like to say is the fact car insurance cancellations is a dreaded experience and if you’re doing the best things as a driver you’ll not get one. Lots of people do obtain the notice that they are officially dropped by their insurance company they then have to struggle to get supplemental insurance following a cancellation. Low-priced auto insurance rates are generally hard to get from cancellation. Having the main reasons concerning the auto insurance termination can help owners prevent completely losing in one of the most essential privileges readily available. Thanks for the concepts shared by your blog.


Please enter your comment!
Please enter your name here