Marc Daniels loves the outdoors but felt the bright, oversize apparel that had become de rigueur for snowboarders looked a bit ridiculous off the slopes. So he set out to create an alternative — an upscale snowboard-inspired sportswear and outerwear collection for men and women that “captures the pulse of the street and the essence of snowboarding.”
This story first appeared in the July 7, 2009 issue of WWD. Subscribe Today.
The line, Isaora, will launch for fall and has already lined up retail distribution that includes Paragon Sporting Goods in New York; Bodega in Boston; Roslyn in Chicago; The Gallerie in Aspen; Movers & Shakers and United Arrows in Japan; World Cup Sports in Alaska, and Excess in Chamonix, France.
“I spent the better part of my youth, like many first-generation snowboarders, entrenched in the antiestablishment culture,” said Daniels, chief executive officer. “But now, having long since grown up and no longer convinced baggier is better or brighter is bolder, I imagined a brand, which would offer a more refined aesthetic while maintaining its core credibility.”
Isaora blends elements of Japanese tailoring with athletic influences to create a sophisticated, technically driven line. “We made sure to integrate performance elements into every piece,” Daniels said.
Key items include a microskin 650-fill down jacket; dual-tone double-insulated hooded jacket and chevron plaid slim-fit insulted shirt. For women, there are an oversize hooded sweatshirt with distinctive details such as elongated cuffs; tops with panel overlays, and jackets with adjustable internal shoulder straps for ease in layer removal. Wholesale prices range from $100 to $272.