“A wealth of information creates a poverty of attention.” – Herbert Simon — Friday May 30th — —

I love listening. It is one of the only spaces where you can be still and moved at the same time. — Nayyirah Waheed — Friday May 30th — —

The idea is to die young as late as possible. — Ashley Montagu — Friday May 30th — —

ISAORA Rainwear

New York-based ISAORA recently released their first-ever Rainwear collection and we really love it. The collection is completely waterproof, though not resistant, and features three pieces that clearly represent ISAORA’s guiding principles. Made in Portugal, the collection includes an amazing Mac Coat in black and bone color, a black Sportcoat and a Wetworker Tech 3L Field Jacket also in black and bone. By applying precision ultrasonic welding to fabrics from their technical apparel, ISAORA was able to eliminate their reliance on stitching, perforations, and taped seams during production. This technique yielded a rainwear collection that embodies the intersection between all- season wearability, emphatic minimalism, and leading-edge performance. Each piece features 100% 3L technical nylon from Japan, ultrasonic welding construction, ventilated eyelets under the arm and YKK Aquaguard zippers, creating completely waterproof garments that can be worn throughout the year, without compromising on its beautiful design.

The outdoor brand ISAORA is het product of Ricky Hendry and Marc Daniels who both were itching to start a new venture in spite of the rather downward economical circumstances when they began in 2009. The name ISAORA is based on experiences early on in Marc’s life, when he used to spent a lot of time in Argentina. The Spanish expression Ahora Sí really stuck to Marc both phonetically and later in meaning. It translates to Now, Yes and is often used as an enthusiastic rally cry of sorts to mean ‘Now Is The Time’ or ‘Just Like That, Come On, Let’s Go.’ So, years later, after a lot of time contemplating what Marc and Ricky wanted to create with their brand, they grew pretty sick of talking about it and wanted to get moving on it, hence through a bit of Spanglish the name ISAORA finally came out.

A trivial fact one could argue, but the fact that in 2013 Ricky and Marc were the winners of the Council on Fashion Designers’ (CFDA) Incubator, “designed to support the next generation of fashion designers in New York City,” signifies for us both designers’ drive and will to succeed in finding strong intrinsic roots to let their brand grow, which was also noticed rightfully so by the CFDA.

We design innovative, forward thinking products that perform exceptionally and look great. We are constantly seeking out the best fabrications, latest innovations, and state-of-the-art construction to make clothes that sacrifice nothing. We live in the city, our lives are busy, active, and fast paced. The clothes we make address these demands.

The Rainwear collection took over two years of experimentation before it really materialized, but the newly released three pieces definitively represent ISAORA’s guiding principles to the fullest in the eyes of Ricky and Marc. It’s not supposed to be called a reinvention, but the new garments articulate the new standard of excellence ISAORA is committing itself to from here on out. The waterproof, windproof and breathable system promises superior, durable protection from the elements, while allowing perspiration vapor to move away from your base and midlayers, keeping your body warm, dry and happy.

We can’t wait what the future holds for ISAORA and what beautiful cutting-edge designs Ricky and Marc will come up with

For more information and to order online see here. Make sure to also follow the inspiring Blog and ISAORA Ambassadors project.