“…Created in 1999 by ex-professional ballet dancers, Dance Direct was born of an understanding of the dancing life. Having trained and then performed professionally, both of the founders recognised that the dancing world needed a one-stop shop for dancewear, ballet shoes, pointes and sneakers, as well as fun accessories and gifts. Their creation has meant that young dancers can replace rather than repair their old gear, and is a delight for parents funding both lessons and the latest fashionable dancewear for their children…”

“…Dance Direct, the biggest dancewear catalogue operation in the UK, selling up to 40% less than retail prices, was the first British company to provide a mail order service on a full range of dance wear, supplying everything from dance tights and regulation uniform to the latest split sole jazz sneakers, and with connections to major respected brands like Bloch, Capezio and Pineapple…”

“…Both of the founders of Dance Direct come from backgrounds steeped in a love of dance. Aspiring to dance professionally from young ages, they both trained and performed in ballet companies across Europe. Now focusing all their energies on their shared company (and having started a family of their own) the founders still have the strongest of connections with the dancing world; through siblings, still dancing professionally, and through friends and former colleagues in dance schools, academies and companies across the world. They count among their friends dancers from the Royal Ballet, the Paris Opera, the NDT and English National Ballet – even working together with Alina Cojacaru, Principal from The Royal Ballet, to create the cover of their most recent catalogue…”

“… And icon Alina Cojacaru introduces the new Dance Direct catalogue by striking a truly stunning pose in the most amazing black, jewelled tutu…”

Hip hop and Urban Dancewear

“…With a massive choice of next-generation kit, the Urban Dancewear section of the catalogue has the funkiest t-shirts, edgiest tracksuits and a whole range of dare-to-be different pieces – like slash-back tops, asymmetrical designs, lace-ups and lace. Whatever your look, you’ll find something in here that’s totally you – or whoever you want to be!”

“…Pineapple, always our favourite urban brand, has found a new home in the most recent Dance Direct catalogue. Alongside other major brands like Bloch and Capezio, we’ve now got a new way to stock up on Pineapple designs at the click of a mouse. Get in!”