Skip to main content

Isaora: Modern Genius

Over the past several years, Marc Daniels and Ricky Hendry of the cult brand Isaora (pronounced “ee-sah-or-rah”) have been pioneering a brilliant new look to performance sportswear as well as designer menswear. Residents at the prestigious Council of Fashion Designers of America Fashion Incubator on 7th Avenue in New York City this year, the duo is now poised to take modern active wear to the mainstream. On the heels of a new collaboration with Quiksilver and a brand new website, we recently caught up with Daniels to learn more about the brand, from the origins of its name to conquering high fashion.

M: Where did the inspiration for the brand come from?

Related Videos

MD: Isaora was born from an appreciation of advanced technical apparel and a frustration that we couldn’t find anything that suited our lifestyle or aesthetic in that category.

M: And the name?

MD: The name is derived from a Spanish phrase that’s popular in South America (where I spent a fair amount of time in my youth) “Ahora Si.” It loosely translates as “Now Yes,” but is used as a rallying cry to the effect of “now’s the time, let’s go!”

M: How do you define the Isaora man?

MD: The Isaora man combines an active urban lifestyle, a love of good design in all its forms, an understanding and appreciation of quality, and a taste for adventure.

M: What is Isaora best known for?

MD: Progressive style and premium performance. For example, our Minimal Bomber from Fall 13, a seemingly simple bomber jacket re-imagined in a bonded knit fabric with a waterproof treatment and a laser cut and welded construction. It’s the combination of a very relevant fashion staple with absolutely cutting-edge materials and manufacturing.

M: You had your first fashion week presentation in September. How was that for you and are you going to do another?

MD: It was exhausting. We were still blacking out the space at 6 am because we decided to do a light show in a space with huge windows in the middle of the day! It was also an important opportunity to show what Isaora is about in the context of our choice. The reaction was really positive. We’ll do it again for sure, but we don’t feel obliged to participate in the circus that is fashion week every season.

M: Isaora’s not exactly cheap. How do you justify the prices of the collection?

MD: We absolutely don’t want to be cheap, but once people understand what goes into the product they quickly realize we do offer exceptional value. We only use premium materials and work with some of the best factories in the world. Quality is of fundamental importance to us and is something we refuse to compromise on. That comes at a cost, but it’s all relative

M: You’ve had several collaborations. How important are they to the brand?

MD: The right collaborations are those which allow us to introduce Isaora to a new audience and make sense from a brand perspective. We’re not going to sell out; if we don’t believe in the project it’s a non-starter. It’s got to be fun and mutually beneficial on some level. That’s pretty much the criteria.

M: Ultimately what makes Isaora different from a Nau or an Aether or Icebreaker? 

MD: Err…no disrespect to those brands, they’re good at what they do. I’d say we’re definitely more progressive and dialed in on the fashion side of things.

M: There’s definitely an active influence in fashion. Do you see this being more than just a passing trend, particularly at the high fashion level?

MD: Good question…hard to say. I do believe that we’ve been making clothes the same way since basically the invention of the sewing machine! And it’s a natural progression that the materials and manufacturing of clothing will eventually evolve and move forward. In that respect technical and performance attributes are only going to become more prevalent.

M: We’re digging the new website. What do you want it to convey? 

MD: Everything we stand for and represent!

M: Tell me about your newest ambassadors and just how do you get to become an Isaora ambassador?

MD: They are people we respect who we feel represent the brand. They are our friends and peers who live the lifestyle that defines Isaora. We’d love to hear from anyone who fits that description!

M: Finally, what can we expect from Isaora in the spring and the must-have pieces for Spring 2014?

MD: For Spring 14 we were interested in street/sport archetypes and designed the collection around certain enduring iconic pieces—the bomber jacket, the sweatpants, the jean jacket, for example. We set about re-imagining these pieces through the Isaora filter, incorporating advanced materials and construction throughout the line.

Editors' Recommendations

Why a chunky sweater is the must-have style essential all men need
Chunky sweaters: The coziest thing you can wear all fall and winter and still look stylish
chunky knit sweaters for men guide stack of irish wool cable  cashmere and aran

By all accounts, the 2019 film Knives Out was a success. The star-studded “who done it?” netted eight times its budget at the box office and became a viral hit when it reached streaming platforms. The script even garnered an Academy Award nomination for best writing. Yet all this success was overshadowed by a chunky old sweater worn by Chris Evans in two scenes. The off-white, vintage-looking cable knit sweater stole the show first on social media and then throughout fashion and lifestyle editorials. Throughout the winter of 2019 into 2020, Evans’ chunky sweater collected far more attention than the film itself. 

Lionsgate Films

Read more
The 5 must-have men’s sweaters to keep you warm and stylish this fall
Building a sweater wardrobe shouldn't be overwhelming: Here are the 5 you should own
Man wearing James Bond cashmere wool sweater.

A man's wardrobe is built with the basic building blocks of timeless garments. Everything from the right denim to the right shoes will define a man's style and the image he projects to others. One of the pieces of a man's winter wardrobe that will define some of his most catching outfits is the sweater.

There are numerous kinds of sweaters for every occasion. Below is a list of the five different types of sweaters that every man should own to have a complete wardrobe. Keep in mind that your need for sweaters will depend on where you live. If you live the beach life, sweaters may not be a huge part of your everyday wardrobe, but for most of us, there are at least four months out of the year where these will come in handy.

Read more
‘The Hype’ designer Justin Mensinger says upcycling is the hottest style trend
An upcycled, sustainable ethos drives the designer's style
Justin Mensinger w_ Bucket Hat & ReNew Scissors.

The first season of HBO Max’s The Hype, a competition for designing the best street-worthy clothing, ended August 2021 with Justin Mensinger’s upcycled, sustainable fashion and cutting-edge designs taking home the gold chain.

A year later, Mensinger has moved across the country to be closer to resources and to film season 2. As the fall fashion season approaches, Mensinger raps with The Manual about his latest creations, a new collab with Fiskars sewing tools, and how the hot textile stylist is continuing to work to promote sustainable design.

Read more