New player on the technical sportswear scene - Isaora - NYTimes!
Good Sport | Isaora
By Bruce Pask
Isaora’s plaid waxed-cotton hoodie.
Bruce Pask, T Magazine’s men’s fashion director, writes on style every week.
There’s a new player on the technical sportswear scene: Isaora, a company with a name derived from the Spanish expression “ahora sí,” which loosely translates as “now’s the time.” The company’s founders — Marc Daniels, a high-tech vet, and the designer Ricky Hendry, formerly at Neil Barrett and Calvin Klein — set out to create a high-performance line of apparel with a fashionable point of view last year. Hendry and Daniels, who are both board-sport enthusiasts, grew frustrated with the baggy, bright and unsophisticated gear that is usually on display on the slopes.
In order to differentiate their line, they keep to a design cycle that is more in keeping with the fashion calendar than with the glacially evolving sports-gear world. They also decided to represent their brand with highly styled imagery that veers away from the extreme action photography common to the genre. A plaid waxed-cotton hoodie paired with sleek utility pocket pants are standouts for next spring, while a fall graphite gray pullover parka will be shipping now to Paragon Sports and Atrium in New York, as well as United Arrows in Tokyo.











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