Cult Brand High Sport Readies For Next Wave Of Growth

Cult Brand High Sport Readies For Next Wave Of Growth

The high-end sports brand founded by Alyssa Zachary of Los Angeles, California is ready for the next moment and is expanding with new retailers including Net-a-Porter.

The label was launched in 2021 and quickly gained popularity. It is known mainly for its slightly stretchy trousers that stretch like sportswear, but it is also designed for casual looks as comfortable as a meeting or dinner. The model is offered in two lengths and comes in every color of the rainbow.

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For fashion editors, gallery owners, and others, an $860 pair of pants has become the ticket to high-end sportswear and is regularly sold out at stores like Amare and Moda Operandi, not only because of the low price, but also because of the quality. the gap Zachary is talking about. about the market

Zachary, a former Rowe merchandising director and consultant for Kite, Lyne and Rosetta Getty, says his brand is "a sport for life." In my opinion, the life of a modern woman is very busy and demanding, so women all over the world want to wear something in the morning and look like a million bucks.

But not only neutral colors are sold. “Black, of course, sells a lot, but I find it interesting to see how people are drawn to this color. Fashion, for example, for orange is sold out instantly, for bright blue it is sold out instantly. Crazy to think about you and in the crowd in orange. pants, but they got up.

The image is typical for sports success at the highest level. Instead of colorful designs for great photos, she collaborates with creatives known for their minimalist taste, such as the photography duo Tanya and Zhenya Posterna.

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“I feel like fashion is polarized between understatement and overstatement. I'm not overly sophisticated, sensual, or a Scandinavian minimalist. I am in the middle. It's all about classic shapes, interesting colors and interesting construction details," Zachary said.

The designer was adamant when asked about the price, which he says is the result of high quality carving and hand milling. We create a stylish yet functional product. We are doing something sustainable and I am looking for the best materials: French, Italian and Scottish yarns, as well as things made in Italy.

Now Zachary can't wait to climb the corporate ladder. Her spring collection includes new models of sweaters, outerwear, dresses and skirts. The brand launches in January on Net-a-porter and will stick to a predominantly wholesale model for the foreseeable future. Zachary plans to eventually launch his own e-commerce site.

“We've had incredible organic growth so far, doubling seasons with incredible sales. It's all in the mouth. We are actively developing our product line to take advantage of this moment,” he says.

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