Cool Hunting

With a name loosely derived from the Spanish phrase "ahora es," new snowboard-inspired line Isaora founders Ricky Hendry and Marc Daniels recently embraced that attitude to launch a collection that blends sophisticated urban style with technical, on-mountain functionality. You may have noticed their garment-dyed puffer jacket in our recent round-up of winter wear. But of the many standout items from their debut Winter season, the Matrix plaid insulated shirt (pictured above) has already proven extremely popular. On the more fashionable side of the spectrum, primaloft fill makes it light, comfy and exceptionally warm while the perfectly slim fit keeps it wearable. On the functional side, the Structure 3-L jacket (below left) won me over with its Schoeller's C-Change membrane that maintains an even body temperature across a huge range of climatic variation.

I recently had a chance to meet Ricky and Marc at their NYC showroom. We ran through the current collection and also previewed Spring 2010 (more on that soon). Read on for a bit more about Isaora in their own words.

How did you decide to create Isaora; what's the niche you're filling?
We both grew up snowboarding, but felt the clothes hadn't grown up with us. From this starting point, the concept evolved into creating top of the line performance clothing with a design driven, fashion forward perspective—something that would work in a blizzard in Manhattan and on a mountain-top in Alaska. We think of it as advanced sportswear.

What were you each doing before creating the brand?
We came from quite different backgrounds, Marc was a successful software exec—when he wasn't jumping out of helicopters on unreachable peaks. I'd been working for some heavy-hitting fashion brands in London, Milan, and New York for the last decade. We each bring a different perspective, but seem to agree on most things.

What was your inspiration for this line? What about your inspiration in general?
We are inspired by the belief that style and performance need not be mutually exclusive. It's a good place to start.

Who has this launch line really resonated with? Are they the customers you were expecting?
We set out to create something that would resonate with both the fashion world and the snowsports world. I'd say the reaction has been equally positive from both. Hopefully we've given people from both sides a new way to see things.

If Isaora had a soundtrack what would be on it?
Snow Patrol!