The SET Standard: Lindsey Carter on Building a Brand That Moves With You
SET Active founder Lindsey Carter on building a movement-first brand rooted in authenticity, community, and intentional growth
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For Lindsey Carter, founder of SET Active, building one of today’s most coveted activewear brands wasn’t about chasing a trend — it was about solving a problem she felt personally. “I was tired of pieces that were either super functional but not stylish, or really trendy but didn’t hold up during a workout,” Carter says. “I wanted more out of my own activewear.”
That frustration sparked the idea for SET: a brand that marries performance with polish, minimalism with movement. Since launching in 2018, SET Active has built a cult following thanks to its signature color drops, thoughtfully designed separates, and seamless integration into everyday wardrobes. The brand’s sets have become street style staples, worn by stars like Hailey Bieber and Kylie Jenner, and seen all over TikTok.
But despite the hype, Carter says the brand’s growth was more of a slow burn than an overnight success. “There wasn’t one single ‘aha!’ moment,” she explains. “It was a gradual realization, fueled by our community’s response. Seeing people share their SET looks and talk about how confident and comfortable they felt — that was when I knew this was special.”
Carter had a clear vision from the beginning. “I saw a gap for activewear that truly bridged the space between performance and lifestyle,” she says. “I wanted to create pieces that were functional enough for a serious workout, but also chic enough to wear out to brunch or running errands.”
Brand Identity & Community
A huge part of SET Active’s rise can be attributed to its community, one Carter has cultivated with intention. “From the beginning, it was important to me that SET wasn’t just about selling clothes; it was about fostering real connections,” she says. “Community is absolutely central to SET’s identity. They are the heart of everything we do. Their feedback influences our designs, their stories inspire us, and their loyalty fuels our growth.”
That connection is matched with a design ethos Carter describes as a “balancing act.” She explains, “The goal is to offer pieces that feel fresh and relevant without sacrificing the longevity and wearability that SET is known for. We want people to be able to incorporate new SET pieces into their existing wardrobe seamlessly for years to come.”
Authenticity is at the core of it all, both personally and professionally. “Authenticity is non-negotiable for me,” Carter says. “We avoid overly polished messaging, because let’s be honest, real life is often way messier than the polished picture we get online. We want SET to challenge that.”
Scaling With Strategy
As the brand grew from scrappy startup to buzzy household name, Carter faced a new set of challenges, like scaling her team and operations. “Managing inventory and logistics at scale was a learning curve,” she says. “And building a talented team was crucial — finding individuals who not only had the skills but also aligned with our company culture and really understood SET’s DNA.”
She also learned the importance of strategic restraint. “There was a lot of excitement around potential new product categories,” she recalls. “But we realized that straying too far from our core could dilute our brand identity. It taught me to prioritize thoughtful, authentic growth over rapid, potentially misaligned expansion.”
When it comes to adding new categories — like loungewear, swim, or lifestyle — Carter is adamant that it’s never just about chasing what’s buzzy. “Our approach to category expansion is very intentional. First and foremost, we listen closely to our community. We also consider how a potential new category would complement our existing product.”
The Founder’s Favorites
Despite leading a growing company, Carter still lives in SET herself. “As a founder and a mom of two, I’m literally always on the go,” she says. “These days, I’m almost always wearing an Airluxe or Formcloud set as my base… something that makes sense but also dresses it up. Oh, and sneakers, always. I’m addicted to sneakers.”
When asked for her current favorite product, she hesitates — but ultimately names a standout. “That’s like asking me to pick a favorite child!” she jokes. “I will say, right now, I’m really proud of our Airluxe fabric. It’s practically weightless but supportive at the same time and I wear it for everything.”
Newcomers to the brand should start there, she says: “Airluxe high-rise leggings.”
Leadership, Perspective, and Growth
As a female founder in fashion, Carter reflects on the bonds she’s formed. “There have certainly been challenges, but ultimately it has opened so many doors to connect with other amazing entrepreneurial women,” she says. “Being part of that network is what keeps me going.”
Her definition of success has also evolved. “When I first launched SET, success was very much tied to tangible milestones — hitting certain sales numbers, getting our first press, building a small team. Now, it’s much less about chasing metrics and more about building a sustainable, values-driven brand.”
Staying grounded comes down to her support systems: “My kids are my driving force. They absolutely keep me grounded. Also, the friendships I’ve made with other female founders… building a support system has been crucial.”
What’s Next for SET Active
SET already has brick-and-mortar stores in Los Angeles and New York, and Carter confirms more expansion is in the works. “Yes, to all of it!” she says. “I would love to continue to grow our incredible team, and we’re always open to collaborations. I see SET in five years being bigger and better than ever.”
As for staying creatively inspired? “It requires a conscious effort to look beyond just what our competitors are doing,” she says. “I find inspiration in a lot of different places: art, music, travel, family, and most importantly, by listening to our community.”
Her advice to aspiring founders is simple but powerful: “Start with a genuine ‘why.’ Don’t just create a product, create a purpose. When your brand is rooted in authenticity and a genuine desire to connect with people on an emotional level, that resonance will naturally follow.”